31 January 2014

British Athletics has won another prestigious award following the success of the Sainsbury’s Anniversary Games.

Beating off competition from around Europe, British Athletics and Sainsbury’s won the Rights Holder category of the 2013 European Sponsorship Association Excellence awards, which recognises excellence from rights holders and governing bodies who achieve their business objectives through a corporate sponsorship.

British Athletics created the Sainsbury’s Anniversary Games in January 2013 to build on the momentum of London 2012 by staging a world class televised event which captures the public’s passion for athletics.

Sainsbury’s were signed as a title sponsor for the Anniversary Games by the in-house British Athletics commercial team in April 2013 becoming the title sponsor of the most ambitious and high profile project the sport has ever seen.

The Sainsbury’s Anniversary Games, which included two days of IAAF Diamond League action and an IPC International Challenge, sold out in a record 75 minutes and over 180,000 athletics fans cheered on some of the biggest names in athletics one year on from London 2012.

The Sainsbury’s Anniversary Games secured record levels of coverage, with over 7 million viewers tuning in to watch world class athletics on BBC One and Channel 4, as well as generating over 650 articles in national papers, with the event appearing on the front page of every national paper – this single event gained more media exposure for Sainsbury’s than was achieved during their entire sponsorship of London 2012 Paralympic Games. 

British Athletics Chief Executive Niels de Vos said:

“We are absolutely delighted that the work of the British Athletics major events team and Sainsbury’s, has once again been recognised on an international level.

“Working in partnership with Sainsbury’s has enabled us to bring athletics to wider audiences whether it is in stadium, on the television or by in-store activity.

“As we build towards London 2017 we will continue to stage world class competition that fuels the public’s passion for athletics and carries on the momentum from 2012.”

Tara Hewitt, Head of Sponsorship at Sainsbury’s said: 

"We’re proud of the award winning Sainsbury’s Anniversary Games and it’s fantastic to be recognised for it. 

“Last summer we were able to celebrate one year on from the pioneering Paralympic Games, and now as we enter a new long term partnership with British Athletics, we hope to be able to deliver world class events, support the team and inspire children of all ages and abilities to get active and lead healthier lives."