Unilever has been named the advertising partner for the Sainsbury’s Summer Series athletics programme.
Sainsbury’s announced last month it would sponsor the Sainsbury’s Grand Prix, the Sainsbury’s British Championships and the Sainsbury’s Anniversary Games this summer.
Unilever’s advertising for the events will focus on Flora, Persil and Magnum. It will hold live cooking displays using Flora Cuisine, Persil will encourage children to celebrate sporting moments, and Magnum will host a lounge.
“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,” said Jon Goldstone, VP brand building – foods and refreshments at Unilever UK & Ireland.
British Athletics commercial director Sophia Warner added: “The sport has gone from strength to strength since London 2012, not only because the nation has fallen in love with athletics again but through our commercial programme, partnerships with global companies, such as Unilever, are engaging the sport with a new, wider audience.”