London Anniversary Games will raise £9m, claims Niels De Vos
The Anniversary Games will raise more than £9m for British Athletics, according to the governing body's chief executive Niels De Vos.
BA have been without a main commercial backer since their £8m-a-year deal with Aviva ended last December.
But De Vos said the Anniversary Games was vital in a tough commercial market.
The appearance of athletes like Usain Bolt, who entered the arena on a giant rocket, helped ensure the Anniversary Games were sold out
"The Anniversary Games will generate us about £9m through sponsorship and ticket sales, so this event is really important for us," he added.
"It's helped us get through a year after the Olympics where people traditionally pause for breath.
"Behind the events we are looking for a family of sponsors interested in athletics and that's going really well.
"We have an amount of money we need to generate each year. We are not a profit organisation but we spend a lot of money putting the British team around the world and we have had teams go to all four corners of the globe this year."
Asked why the Aviva deal wasn't renewed and a replacement had not been found, De Vos said: "It was absolutely a choice of ours.
Olympic sports' sponsorship struggle
"Aviva was an important sponsor for us but when we collectively made the decision not to carry on I decided that a group of companies getting behind athletics and promoting it would not only make it a better commercial opportunity but also a better vehicle for the sport.
"It's not just about pounds and pence, it is about maximising the marketing for the sport.
"It is why football's Champions League has multiple sponsors; they all promote it and the public sees it much more. We are a year-round sport and we want to be in the public's mind all year so we need a family of sponsors to maximise that.
"This year we will actually be better off, that's a fact, and next year I believe we will be because we will have filled the remaining spots on our sponsor roster."
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