17 October 2019

British Athletics has appointed PHAR Partnerships to provide evaluation and consultancy on its flagship Presenting Partner sponsorship opportunity. 

The opportunity – UK’s highest-profile athletics sponsorship package – will provide for the first time, the sponsor’s branding on the athletes’ kit at major international competitions such as the European and the World Athletics Championships. 

The sponsor brand would become one of the lead partners of the sport of Athletics in the UK from 2020, from grassroots all the way through to the elite British teams, also encompassing a wide range of disciplines and events each year, including Indoor Grands Prix, Junior Championships, Para Athletics, Cross-Country, Race Walking, Mountain, Trail and Ultra Running. 

PHAR has been appointed to analyse the value of the opportunity, taking into account not only the branding and other tangible benefits, but also the strength of the British Athletics brand and its personalities and the values represented by the sport of Athletics.

Ryan Murphy, Head of Commercial Sales at British Athletics said:

“We have created this opportunity to enable a brand to benefit from the ability of Athletics to offer a wide-ranging, year-round platform to engage with audiences and communities across the UK.

“It is important that we properly understand the true value of this opportunity – not just as a high-profile branding exercise but also in terms of the messages it will convey for a partner brand through association. PHAR has designed an extremely strong and comprehensive programme of research and analysis which will provide us with the evidence, insights and credibility that we are looking for, to help demonstrate to brands the strength of the proposition and the value they can generate from it.”

Alastair MacDonald, Managing Director of PHAR said:

“With several major televised events each year and representing some really powerful values, Athletics has provided some of the most memorable sports sponsorships of the past 20 years.

“This opportunity, providing engagement throughout the sport from grassroots to glory, and now also offering branding on athletes’ kits at the major competitions, clearly represents real value to a sponsor and we are delighted to be working with British Athletics on one of the most interesting sponsorships around at the moment.”