Sainsbury's In New Partnership With British Athletics by Benson Agoha

* Athletics in Training.

The New Year might have just arrived but Sainsbury's Group has already set the pace to help produce a more healthy and active population in Britian.

Sainbury's, already committed to "supporting and inspiring future generations to lead healthier and more active lifestyles", through various sporting programmes, announced it has just signed a new "long-term deal with British Athletics."

The supermarket giant said it is building on the momentum of the 2012 Paralympics to drive "even higher levels of Para-athletics participation at major UK sporting events."

Sainbury's sporting initiatives already include Active Kids+, Active Kids for All++, and its continued long term sponsorship of School Games known as the "Sainsbury’s School Games+++".

The high street giant said it plans to extend the existing partnership with British athletics to ensure that Para-athletics will continue to play a starring role in the indoor and outdoor athletics calendar with the retailer continuing as the partner of the major event series.

Justin King, CEO of Sainsbury’s said: "Our involvement in the Paralympics Games and Sainsbury’s Summer Series has clearly showed the power that sport has to unite and inspire budding athletes of all ages and abilities."
The CEO said the partnership with British Athletics and the support for the Great Britain and Northern Ireland Para-athletic team is a "natural way of building on our commitment to support disability sport and encourage more active lifestyles".

"...And perhaps we’re helping launch the stars of the future through the British Athletics talent and sport introduction days." Mr. King added.

Delighted Niels de Vos, who is the Chief Executive of British Athletics said "Working with Sainsbury’s last year enabled us to stage the first ever IPC Grand Final and to create the world’s most successful athletics event of 2013."

"We are delighted and excited that Sainsbury’s will be our long term Major Event partner, bringing their retail and marketing expertise to the promotion of athletics, the British Team, and grass roots Para-athletics.", he added.

Sainsbury's said its various initiatives aim to support young people, regardless of ability, by providing them with support and inspiration for healthy lives.

* Twitter: @bensonagoha.

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