EDF backs Olympics bid in athletics deal

The utilities firm is sponsoring the domestic indoor athletics season, which runs between January and the end of March, and has agreed a second-tier partnership deal for the Norwich Union International event in Glasgow on 5 June.

EDF Energy's London 2012 programme director, John Morris, said the tie-ups 'will help boost awareness of the evolving EDF Energy brand and broaden exposure of our association with the Olympic bid'.

EDF is supporting its backing of the bid with perimeter board advertising at Premier League football clubs including Liverpool and Crystal Palace over the next few months.

UK Athletics, through its commercial agency Fast Track, has also renewed long-standing sponsorship deals with Imperial Leather and Bank of Scotland for the outdoor national trials and an international match in Glasgow on 29 January.

The governing body has recorded an increased interest in athletics following the successes of the Athens Olympics, and is in ongoing negotiations to secure a second primary sponsor for the sport to sit alongside Norwich Union.

This article was first published on Marketing