LONDON, April 15 British athletics received a
welcome commercial boost on Monday when supermarket group
Sainsbury signed up to sponsor three major meetings this summer.
The sport has been seeking new backers after insurer Aviva
ended a 13-year sponsorship at the end of last year, walking
away despite the exposure athletics enjoyed during the Olympics
Sainsbury, Britain's third largest supermarket group, will
also support British Athletics' Paralympic programme.
The agreement with Sainsbury covers elite Diamond League
meetings in Birmingham and at the Olympic Stadium in London on
the first anniversary of the Games, as well as the British
The International Association of Athletics Federations
(IAAF) is looking for a title sponsor for the Diamond League
meetings after South Korean electronics company Samsung pulled