Norwich Union must be delighted with its sponsorship of UK athletics. Following the magnificent Commonwealth Games in Manchester, interest in athletics has been at an all-time high.

And with summer television schedules promising little new programming, coverage of the European athletics championships has been dominating the screens.

And not only was the nation glued to their screens last weekend (whether they liked it or not with the rain beating down outside), UK athletes recorded win after win with the words Norwich Union proudly spanning their chests.

Advances in coverage and camera technology also meant that the logo could be picked out while in action. Now that's what Backchat calls value for money.