Magazine article Marketing

UK Athletics in Hunt for a 'Grass-Roots' Backer

Magazine article Marketing

UK Athletics in Hunt for a 'Grass-Roots' Backer

Article excerpt

UK Athletics is seeking [pounds sterling]l.2m for the title sponsorship of the bulk of its grass-roots athletics programmes. The decision comes as part of an overhaul that will allow a commercial partner to tap into government efforts to get young people involved in the sport.

The governing body is working with sports marketing consultancy Fast Track, which handles all UK Athletics commercial rights, to bring in a major brand as the title backer. The package will comprise curriculum activity, national schools championships, young athletes' leagues, and all clubs and competitive events.

There has never previously been a title sponsor for such a broad range of grass-roots athletics events. UK Athletics had been expected to secure different sponsors for individual properties.

Fast-food giant McDonald's, which has sponsored the young athletes' league for seven years, has decided not to renew its involvement in order to focus its efforts elsewhere. The National Schools Championships were last sponsored by TSB in a deal that ended in l997.

Fast Track head of business development Marc Hope, who joined the consultancy from the New Millennium Experience Company last year, said discussions were already under way with a number of firms about the combined grass-roots package. …

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