Unilever Agrees To Sponsor Sainsbury's Summer Series Of Athletics Events In UK

Unilever agreed to become the advertising partner for the Sainsbury's Summer Series athletic games events in the UK. As part of the deal, Unilever will focus its marketing efforts on promoting the biggest athletic events in the country —the Grand Prix and British Championships in Birmingham and the Anniversary Games in London. Unilever's sponsorship deal for athletics has been compared with that of rival Procter & Gamble's long-term partnership with the Olympic Games. Also, the marketing deal signals a return to sports sponsorship for Unilever's Flora brand of spreads and margarine products.