Aviva ends its sponsorship deal with UK athletics after 13 years

City A.M. Reporter
AVIVA will not renew its 13-year sponsorship of British athletics despite the sport’s increased profile following the Olympic successes of Mo Farah and Jessica Ennis, the insurer said yesterday.

The deal expires at the end of the year. UK Athletics has not named a replacement, but recent reports suggested the sport was looking to increase its revenues by doing deals with a range of partners, rather than one exclusive sponsor.

The new agreement will be a test of the commercial appeal of sports like athletics on the back of a highly successful Olympics.

The current agreement was reported to be worth around £8m per year, although Aviva has not confirmed the figure.