The Games, which are a major multi-sport event showcasing the UK’s most talented young athletes of school age, will now be referred to as the Sainsbury’s UK School Games.

The UK School Games were launched by the leading sports charity the Youth Sport Trust (YST) in 2006 to provide elite young athletes with experience of a high profile competition.

The Games feature an athletes’ village as well as opening and closing ceremonies in order to replicate the Olympics and Paralympics or Commonwealth Games.

Gwyn Burr, Sainsbury’s Customer Director, said: "Sainsbury’s shares the Youth Sport Trust’s belief in the power of sport to help young people gain the skills and experience which are not just important in sport, but in everyday life.

"We are extremely proud to be helping young people of all ages and abilities to participate in activity and sport at every level through our Active Kids scheme, our TOP activity programme and now our sponsorship of the UK School Games."

The 2010 Sainsbury’s UK School Games - which this year will take place from September 2 until 5 - will see Gateshead, Newcastle and Sunderland unite as hosts, reflecting the passion of sport in the North East of England.

More than 1,600 young athletes will compete across ten sports: athletics, badminton, cycling, fencing, gymnastics, hockey, judo, swimming, table tennis and volleyball, with disability events in swimming, athletics and table tennis.

Steve Grainger, the chief executive of the YST, said: "We are delighted to welcome Sainsbury’s as the headline sponsor for the UK School Games. 

"With over 1,600 of the UK’s brightest young sporting talent expected to compete in the North East of England across ten Olympic and Paralympic sports and hundreds of young people officiating, volunteering and becoming sporting ambassadors at the event  - the UK School Games are a real celebration of sport for young people."

The UK School Games’ other key funding partner is the Legacy Trust UK who provide a significant grant to support delivery of the event’s theme through 2011.

Moira Swinbank, the chief executive of Legacy Trust UK, said: "Legacy Trust UK is proud to be funding the UK School Games and we are thrilled that Sainsbury’s are making such a significant contribution to the Games. 

"By funding these Games, we are helping to ensure that young athletes from around the country have the opportunity to experience high-level sporting competition early in their lives."