Marketing activity promoting the deal will kick off in September to capitalise on increased interest in athletics following this summer's Beijing Olympics but the company has already started advertising its link with the sport and had several perimeter boards at the Aviva Olympic Trials at Birmingham's Alexander Stadium last week.

The tie-in will support the frozen-food firm's "It's all good" positioning and marks its first significant shift into sports sponsorship as it tries shift consumer perceptions about chips.

The aim to support young UK athletes at grass-roots level as well as encourage wider participation in athletics.

The sponsorship will be activated through a series of branded roadshows inviting people to try out different athletic disciplines, some of which will be attended by Gunnell, the 1992 Olympic 400 metres hurdles champion.

Athletics has secured several lucrative deals since London was awarded the 2012 Olympics three years ago, including a record a record six-year £50 million sponsorship agreement with Norwich Union in 2006.

Norwich Union has since been renamed Aviva.