Retailer B&Q ends British Olympic team sponsorship

LONDON (AP) -- Home improvement retailer B&Q dropped its sponsorship of the British Olympic Association because of the global economic downturn.

The deal, which also provided athletes with flexible jobs to fit around training and competitions, expired at the end of 2008 after four years.

Of the 10 British athletes working in B&Q stores part-time in return for full-time pay, only diver Blake Aldridge, who partnered 14-year-old Tom Daley in the synchronized diving, and trap shooter Steve Scott went to the Beijing Olympics in August.

Only emerging track athlete Nick Smith is continuing with part-time work.

The move followed a similar decision last week by B&Q's American equivalent, Home Depot, to end ties with the U.S. Olympic Committee that supported 86 athletes in jobs at their stores.

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

The retailer also provided home furnishings for Team GB's accommodation at the Olympic village in Beijing, and backing for the team at two previous Olympics.

The BOA could plug the gap through its partnership with companies in the FTSE 100-share index. Olympic sports will be assisted through skills and knowledge transfer, with British Gas working with field hockey, Marks & Spencer with modern pentathlon and British Airways with some snow sports.

Copyright 2009 Associated Press. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.