UK Athletics is reportedly ending its exclusive partnership with insurer Aviva, in what was a lucrative four-year deal worth an estimated £8m per year.




The sponsorship, which began in 1998, is coming to a close as UK Athletics look to capitalise on the London 2012 Olympic Games as a branding and marketing opportunity - reportedly looking at multi-faceted advertising as it negotiates future deals.

The story was broken by John Reynolds (@johnreynolds10) of Brand Republic and Marketing Magazine.

"UK Athletics is now talking to number of sponsorship agencies about the proposition of a multi-brand sponsorship approach. This could still include Aviva as one of a number of five or six sponsors, instead of the top tier sponsor. UK Athletics believes this multi-tiered approach is likely to prove more financially lucrative and help raise the brand's image in new categories."