UK Athletics to Lose Lucrative Sponsor McCain

Frozen food company, hospital McCain, buy has decided not to renew its five-year sponsorship of UK Athletics (UKA) when its contract expires in 2013.

The company sponsors the ‘UK Challenge Series’ — the country’s main domestic competitions that provide a pathway for athletes to progress from club to international level.

The series includes the popular intercity competitions as well as the five main national cross-country fixtures of the winter.

The deal, search which also covers support for the British Milers Club and the Young Athletes League, is understood to be worth around £1 million ($1.57m) a year to the governing body.

A company spokesman said: “After careful consideration McCain has decided not to renew its current five-year partnership with UK Athletics, which comes to an end in 2013.

“The partnership continues to be hugely successful for McCain and UKA in creating a long-term legacy for young British athletes from grassroots through to competitive level.”

McCain’s decision will add to the uncertainty over the sport’s financial future since UK Athletics’ main sponsorship deal with Aviva is due to expire at the end of 2012.

Talks about renewing the deal are in progress, though UK Athletics is optimistic that its successful bid for the 2017 World Championships will make the sport an attractive proposition.

A UKA spokesman said: “McCain have invested in the grassroots athletic competitions and have enabled us to deliver an increase in participation and enhance standards.”

She added: “The 2017 World Athletics Championships coming to London gives us a superb commercial platform on which to build post-2012, and we would like to thank McCain for their ongoing support.”