In addition to SPAR, Epson, Seiko and Eurovision, the International sponsors who form part of European Athletics four year programme, Fast Track, the rights marketing and communications agency was tasked with brokering national sponsorship deals for the Championships, and was able to raise a record amount from sponsors of £420,000.
The agency concluded deals with Norwich Union and Intersport at national partner level and a host of brands at national supplier level, including Gaz de France, Cadbury World (also promoting the launch of new Trident chewing gum), Highland Spring, Renault, Hire intelligence, 100.7 Heart fm, the University of Birmingham and the Birmingham Post and Mail.
Other deals were concluded with regional development agency Advantage West Midlands to sponsor the media centre and media welcome reception and SPAR UK, who funded a sportspark – entitled SPARk – to bring athletics and to the local community. Brindleyplace, an award winning leisure and business destination, also became the Official Entertainment Zone for the Championships.
