The ‘Series’ comprises three world-class athletics events in the UK this summer, culminating in the Sainsbury’s Anniversary Games at The Queen Elizabeth Olympic Park in July.
The partnership, which includes long-term support for British Athletics’ Paralympic programme, follows the retailer’s successful sponsorship of the 2012 Paralympic Games.
Sainsbury’s legacy programme has already seen £2m of funding for schools, clubs and organisations to ensure that the next generation of Paralympic athletes get the support and coaching they need.
“As the first ever sole sponsor of the Paralympics, Sainsbury’s saw first-hand the power of sport to bring people and communities together,” said Justin King, Sainsbury’s chief executive. “We said at the time that we saw our involvement as much more than a one-off sponsorship; we wanted to be part of the movement, and to play our part in ensuring a lasting legacy building on the momentum created last summer.”
© FoodBev Media Ltd 2024