Nitro Athletics bags naming-rights partner

Australian supermarket chain Coles has taken on naming rights to the inaugural event of the recently-launched Nitro Athletics sports entertainment series.

The event takes place in the Australian city of Melbourne across three nights on February 4, 9 and 11 at Lakeside Stadium.

As part of the agreement, Coles will organise a range of fan activities at the event, which will officially be known as Coles Nitro Athletics Melbourne.

“As an Australian company, Coles has always been a big supporter of Aussie sporting events and we‘ve contributed to grassroots sports in communities around the nation,” Coles managing director John Durkan said.

“Athletics is an activity that everyone can get involved in and we’re proud to be part of an event which will encourage people to live active and healthy lifestyles.”

Nitro Athletics was launched in November by the Athletics Australia governing body and it is hoped the series will revolutionise global track and field.

Jamaican sprint superstar Usain Bolt has committed to competing for the ‘Bolt All-Stars’ in the series alongside Team Australia and teams from England, New Zealand, Japan and China. Each team will comprise 24 athletes, with an equal split between men and women.

Organisers have said Nitro Athletics will provide a spin on traditional athletics events, focusing on athletic power, endurance, technique and teamwork through a number of disciplines across sprint, distance, field and para-athletics competitions.

Optus, Rebel, Life First, Accor, Puma and the Greater Shepparton City Council will serve as event partners for Nitro Athletics Melbourne, while Visit Victoria has been named as the principal partner.