It is reported that Aviva is close to ending its 14 year partnership as the premier sponsor of Athletics in the UK.  The deal is worth in the region of €10 million and has come into question as the sport is believed to be moving towards a multi partner approach.
There is no indication as yet whether Aviva may retain one of the new positions at a reduced cost.
Aviva’s relationship with UK Athletics dates back to 1998.  In Ireland it is involved with schools athletics and is of course the naming rights partner of the Aviva Stadium.
Aviva announced a reduction of its Irish operations earlier this year but the company remains profitable and there has been no hint that it is considering a lessening of its commitment to either deal here.
If the Aviva departure is confirmed it will be the second blow to UK Athletics in what is perhaps the highest profile year it may ever enjoy with the London 2012 Olympic Games drawing massive attention to the sport.  In January McCain Foods ended a €1.2 million a year deal.