Blog: Dean BestSainsbury's athletics sponsorship continues

Dean Best | 15 April 2013

Sainsbury's move to sponsor the 2012 Paralympic Games looked to be one of the more astute recent pieces of marketing - and the UK retailer is set to continue its association with athletics.

The company today (15 April) announced it would sponsor the Sainsbury's Summer Series - three events in June and July that include a meet at the Olympic Park to mark the anniversary of last year's Games.

"As the first ever sole-sponsor of the Paralympics, Sainsbury's saw first-hand the power of sport to bring people and communities together," chief executive Justin King said. "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."

King listed Sainsbury's initiatives - including its Active Kids programme, which for the last nine years has looked to "engage local communities in the positive benefits of physical activity". Last year, the retailer launched an Active Kids for All scheme for disable children.

The list underlines Sainsbury's commitment to promoting sport and exercise. However, its sponsorship of the 2012 Paralympics - which saw it become the first-ever sponsor to focus squarely on the event - also, according to industry watchers, benefited the business.

After Sainsbury's announced its half-year results back in November, numbers that included the period of the Paralympics, Neil Saunders, MD at retail analysts Conlumino, said the sponsorship appeared to have provided a "nice boost" to sales. He added: "Sainsbury's deserves credit for having the foresight to sponsor the Paralympics and to turn it into a successful commercial opportunity from both a financial and brand-enhancing standpoint."

Only those at Sainsbury's HQ will know the exact effect the sponsorship had on sales - but, as well as underlining the retailer's support for athletics, the deal announced today suggests King and his team realise the business benefit such agreements bring to the grocer.


BLOG

Barilla puts sustainability centre stage

Barilla's 2016 results statement, published last week, makes interesting reading, not because of the Italian food group's commercial performance, but for the emphasis placed on sustainability achievem...

BLOG

UK M&A deal volumes slide in early months of 2017

Fresh data from Grant Thornton indicates the number of mergers and acquisitions in the UK food and drink sector fell to the lowest level for over two years in the first quarter of in 2017 - but the ac...

BLOG

Food policy returns to focus in Westminster

Amid the political turmoil in the UK caused by the EU Referendum, the resignation of a Prime Minister, subsequent burning debates over the Brexit “divorce” settlement and now by the surprise announcem...

BLOG

Danone closes WhiteWave, who will acquire Stonyfield?

Danone completed its US$12.5bn acquisition of WhiteWave Foods this week. The move will roughly double Danone's presence in North America, where WhiteWave is a top four dairy player. ...

just-food homepage



Forgot your password?