DIY giant ends sponsorship with British Olympic Association due to ‘tough retail market’.


Since 2004, the Kingfisher-owned company has supported Team B&Q, a mix of British Olympians, Paralympians and aspiring Olympians.

The aspiring Olympic athletes were employed in B&Q's stores and were given the flexibility to fit training and competitions into their working week.

The team of up-and-coming athletes included World Champion diver Blake Aldridge, who hit the headlines in Beijing with his synchro dive partner 14-year-old Tom Daley, and trap shooter Steve Scott, was ranked number one in the UK in his field.

It was expected that B&Q would renew its sponsorship in the run-up to the 2012 Olympics, which are to be held in London.

B&Q's external relations manager, Jacqueline Caston said: "We enjoyed great internal motivational success trough our partnership with Team GB, but decided not to continue the partnership past the contractual end date of December 31, 2008. In a tough retail market our focus is on delivering great products for customers and direct value to our shareholders."

She added: "We wish everyone at London 2012 the best in delivering what I'm sure will be a fantastic event in four years time."

Last week B&Q announced it was reviewing its £40m advertising contract with JWT. While a shortlist of agencies is drawn up, the company has appointed Rapier to work on a strategic project.

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