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The British Athletic Summer series launches branded products for a summer of sport

British Athletics has partnered with the UK’s leading event merchandise company Event! Merchandising @eventmerch to provide souvenirs for the Sainsbury’s Summer Series of major athletics events taking place throughout the UK this summer.

Event! Merchandising has created and developed the product range alongside Nike and is set to manage the souvenir stands for all British Athletic Summer events, beginning with the Sainsbury’s British Championships held at Birmingham’s Alexander Stadium on 27 – 29 June. This is followed by Sainsbury’s Glasgow Grand Prix, Sainsbury’s Birmingham Grand Prix and the IPC Grand Prix Final in August, as well as the Anniversary Games in London on Sunday 20 July.

The world’s best athletes will take part in this event, which will be held at the iconic Horse Guards Parade and The Mall, using a specially built stadium to make the most of this unique backdrop. The event will attract the best athletes in the world.

Jeremy Goldsmith, managing director of Event! Merchandising, explains:“This summer, a series of major sporting events will take place across the country, and our products will provide the perfect souvenir of some truly memorable days. Our work with the Sainsbury’s Summer Series last year contributed significantly to its success, and we’re delighted to be re-appointed.”

Event! Merchandising has over 30 years of experience with particular expertise in providing bespoke merchandise and retail experiences at world class sporting events. The London-based company was an official licensee and event retailer for the London 2012 Olympic Games, having worked on designing the product range, supplied the staff, ran the epos and sold the products. Event! Merchandising is also official manufacturer and retailer for the Rio 2016 Olympic and Paralympic Committee casa Brazil Boutique.

Other previous or current major events that the company has been working with include The Brit Awards, The Rugby World Cup 2015 and Queen’s Diamond Jubilee as well as work with brands such as Disney and Gucci.

For more details about the Sainsbury’s Summer Series, visit

For more details about Event! Merchandising, visit: