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British Athletics announces Sainsbury’s as title sponsor of summer event

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By Ishbel Macleod, PR and social media consultant

April 15, 2013 | 2 min read

British Athletics has announced the appointment of Sainsbury’s as a title sponsor for its July event, now named the Sainsbury’s Summer Series.

The Sainsbury’s Summer Series features two IAAF Diamond League events, the final of the IPC Grand Prix Series, and a one-off IPC International Challenge.

Justin King, Sainsbury’s chief executive, said: "Last summer the whole country was inspired and uplifted as we celebrated the very best of human sporting achievement through the Olympics and Paralympics. It was truly a summer like no other.

"As the first ever sole-sponsor of the Paralympics, Sainsbury’s saw firsthand the power of sport to bring people and communities together. 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.”

The series will culminate in the Sainsbury’s Anniversary Games at The Queen Elizabeth Olympic Park, Stratford from Friday 26 July to Sunday 28 July.

Ed Warner, chairman UK Athletics, commented: "Sainsbury’s is an experienced and committed partner who embraced and promoted the Paralympics hugely successfully in 2012 and I am excited to work with them again, as they bring that expertise to the promotion of British Athletics.

"Being back in the Stadium on the anniversary of the lighting of the Olympic Flame ensures we can recreate the excitement of 2012 and build momentum towards the amazing summer of 2017, and our IAAF and IPC World Championships. Sainsbury’s long term commitment to Paralympic sport will ensure that we continue to grow the British Athletics Paralympic Programme through to Rio 2016 and London 2017."

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