There have been reports in marketing circles that UK Athletics will pursue a multi-brand sponsorship model in its next deal, but a UK Athletics spokesperson told insidethegames today: "We and Aviva are only concentrating on the current Aviva Series and supporting British athletes to success in London."

Norwich Union, which assumed the name of its parent company Aviva in 2009, established sponsorship with UK Athletics in 1998, and Aviva has taken it over in the last three years.

It has been reported that UK Athletics, which hopes to raise its commercial profile with a successful London Olympic and Paralympic campaign this summer, is looking at spreading sponsorship across a number of brands, of whom Aviva may be one.

Earlier this year the frozen food company McCain decided not to renew its £1 million ($1.6 million/€1.2 million) sponsorship of UK Athletics.


A spokesperson for On Camp With Kelly, the initiative by Britain's double Olympic champion Kelly Holmes (pictured above, right) to mentor middle distance talent which is sponsored by Aviva, said that any alteration in the relationship between Aviva and UK Athletics would not directly affect them.

"We have a contract with Aviva which is completely separate from any deal they have with UK Athletics, so any changes do not directly impact us," the spokesperson explained.

Aviva/Norwich Union has backed Holmes's groundbreaking scheme since it began in 2004, and the latest deal runs from 2007 until 2012.
 
To read Mike Rowbottom: UK Athletics considers the pros and cons of having one name in the frame click here.

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