Athletics Australia’s Nitro Athletics concept has signed supermarket giant Coles as naming rights partner of the inaugural event, which concludes in Melbourne this Saturday.
The event will be known as Coles Nitro Athletics Melbourne and was contested on Saturday 4th, and continues on Thursday 9th and Saturday 11th February.
Coles leads a host of other sponsors for the event including Optus, Rebel, Life First, Accor, Puma and the Greater Shepparton City Council, as well as principal partner Visit Victoria.
Headlined by Jamaican sprinting ace Usain Bolt, he will compete and captain the Bolt All-Stars against Team Australia and teams from England, New Zealand, Japan and China
Athletics Australia president Mark Arbib said: “Athletics needed a new product and Athletics Australia had a number of goals in working to develop Nitro Athletics.
“They all lead back to providing more support for our athletes at international level and more support for our clubs and coaches at the grassroots.
Coles Nitro Athletics Melbourne will be broadcast on Channel 7, digital channel 7mate and the network’s Plus7 Live app.
“We are back on commercial television in Australia through our event partner in Channel 7. We have sold international rights across many territories including Japan, China, UK and Europe, South Africa, New Zealand with a US deal also close to completion,” Arbib said.
“And the interest we are getting from other national federations and host cities around the world is staggering. This is a property that Athletics Australia owns and has developed and the global potential for Nitro Athletics is enormous.”