KP Foods is to sponsor the foremost athletics meeting in Britain; the Amateur Athletic Association (AAA) Championships at Sheffield on June 11-12. KP Foods is also to sponsor the match between Great Britain and the United States on July 20 at Gateshead.
The agreement lasts for two years, and is worth £2 million. Three events are scheduled for 1995. Peter Radford, chairman of the British Athletic Federation said, “It’s tremendous news for us – a sponsorship with great potential.” Radford also said he was optimistic about a new agreement with ITV about coverage for this season.
The AAA meeting was previously sponsored by Panasonic.
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