By David Owen

UnileverMay 28 - Unilever, the consumer goods giant, has been confirmed as a sponsor of the Sainsbury's Summer Series, a string of three top-level athletics events in Birmingham and London in June and July.

The group – whose brands include Sunsilk shampoo, Omo washing powder and Ben & Jerry's ice cream – will be advertising partner for the three events, which are expected to see Olympic and Paralympic champions such as Britain's Mo Farah and Hannah Cockroft take to the track.

The company plans to activate its sponsorship through the three brands Flora, known for its margarine, Persil detergent and Magnum ice creams.

Activities will include live cooking displays and a Magnum lounge.

Sophia Warner, British Athletics commercial director, said the sport had gone "from strength to strength" since London 2012.

This was "not only because the nation has fallen in love with athletics again, but through our commercial programme".

Partnerships with global companies such as Unilever were, she said, "engaging the sport with a new, wider audience.

Mo Farah is expected to compete at theMo Farah is expected to compete at the Sainsbury's Summer Series events

"Unilever's work with families will go a long way to raising the profile of the sport and allow us to engage not only with our existing fans in a new and exciting way, but with new fans who were captivated by the magic of last summer."

Jon Goldstone, vice-president of brand building – foods and refreshments at Unilever UK & Ireland, said: "Athletics has never been so popular in the UK and with many of the Sainsbury's Summer Series events sold out already, it's a fantastic opportunity for our Persil, Magnum and Flora brands to engage with our consumers."

The events comprising the series are: the Sainsbury's Grand Prix in Birmingham on June 29 and 30; the Sainsbury's British Championships, also in Birmingham, on July 12-14; and the Sainsbury's Anniversary Games at Queen Elizabeth Olympic Park in London on July 26-28.

The first and third events incorporate the International Association of Athletics Federations (IAAF) Diamond League.

Contact the writer of this story at [email protected]


Related stories
May 2013: Channel 4 to broadcast IPC Athletics Grand Prix Final and London Anniversary Games Paralympic day
May 2013: Peacock joins top British line-up for IPC Grand Prix Final in Birmingham
April 2013: Ennis and Farah confirmed for London Anniversary Games
April 2013: Sainsbury's to sponsor London Anniversary Games following major deal with British Athletics