Retailer will now support Team GB through a third Olympic cycle until 2025.
Aldi is set to become one of Team GB’s longest serving partners, extending its current partnership by a further four years to 2025.
The agreement with the British Olympic Association will mean Aldi will support Team GB through a third Olympic cycle, Paris 2024, reports Sportindustry.biz.
The partnership began back in 2015 and, since then, Aldi’s Get Set to Eat Fresh initiative has reached more than 810,000 5-14 year olds in the UK. The programme is on track to reach 1.2 million by 2020.
The Official Supermarket Partner will also continue with its Homegrown Heroes programme, with Aldi having already supported around 700 athletes.
Team GB athletes will also continue to feature in Aldi campaigns for its Everyday Amazing and Super 6 offers.
To date, the partnership has seen the likes of double Olympic champions Jade Jones, Nicola Adams, Alistair Brownlee and Lizzy Yarnold feature in Aldi campaigns.
Team GB ambassadors have also attended Get Set to Eat Fresh school visits, while Jason Kenny, Beth Tweddle and a host of other Olympians have also opened almost 200 new UK stores since the partnership began.
“[Aldi’s] commitment to Paris 2024 and beyond is a statement of confidence in what has been achieved to date and what we can achieve together in the coming years through continued innovation and the development of existing projects,” said Bill Sweeney, ceo of the British Olympic Association.
Giles Hurley, ceo of Aldi UK, added: “We’re incredibly proud to continue supporting Team GB on its road to the Tokyo 2020 Olympic Games and, with this new agreement, all the way to Paris 2024.”
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