By Mark Kleinman, City Editor
The UK's fourth-biggest supermarket chain will announce on Friday that it is to take over from Bupa as the long-standing sponsor of the Great North Run.
Sky News understands that Wm Morrison has agreed a multimillion pound deal to become the headline sponsor of more than a dozen running events across Britain.
The four-year contract is designed to promote Morrisons' brand and association with healthy living at a time of intense competition in the UK grocery sector.
The biggest sports sponsorship in Morrisons' history, it will commence this weekend with the Great Winter Run in Edinburgh.
Sources said the company's chief executive, Dalton Phillips, viewed the deal as a valuable marketing platform as Morrisons finds itself fighting discounters Aldi and Lidl and established rivals such as Tesco, Asda and Sainsbury's.
Tesco shares soared on Thursday as its new boss, Dave Lewis, outlined a plan to return the company to growth, including cutting the prices of hundreds of branded food items.
Shareholders responded by pushing up the value of Tesco's listed peers, with Morrisons' shares rising by almost 8%.
Morrisons will update the City next week on its Christmas trading performance, when its board is expected to ask Andrew Higginson, its chairman-designate, to take the reins immediately.
Last year, the company announced that it was axing thousands of jobs in order to cut costs, and introduced a price-matching scheme and loyalty card in the latest salvo in the sector's price war.
Morrisons hopes that sponsoring the televised series of running events will be valuable ammunition in the battle for shoppers' attention.
The rights to the Great Runs series are held by Nova International, a private company chaired by Brendan Foster, the former British Olympic medallist.
Morrisons declined to comment on Thursday.
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