Aldi commits to Team GB sponsorship through to 2024

Keiligh Baker's picture

Team GB has extended its current partnership with Aldi through a third Olympic cycle, Paris 2024, making it one of the team's longest-serving partners.

The deal will see Aldi renew its partnership with the British Olympic Association for a further four years as its official supermarket partner; a role which will see it dispense fresh produce to athletes to help power their training regimes.

Forming part of Aldi’s 'Get Set to Eat Fresh' initiative the partnership will also see the chain promote home cooking and fresh ingredients to over 810,000 young people across the UK, with Team GB stars on hand to make fruit and veg more appetising

Since the partnership began in 2015, Aldi’s Get Set to Eat Fresh initiative has reached over 810,000 young people (aged 5 to 14 years) in the UK. Teaching home cooking skills and the importance of eating fresh, healthy food, the programme is on track to reach 1.2 million young people by 2020.  

Athletes from Team GB will also continue to feature in Aldi campaigns for its popular Everyday Amazing and Super 6 offers, designed to provide fresh, affordable produce to consumers.

Bill Sweeney, CEO of the British Olympic Association, said: “We are delighted to extend our partnership with Aldi through to 2025. They have significantly supported Team GB athletes through initiatives such as the Nearest and Dearest programme and their athlete food voucher scheme, as well as numerous store openings, which allow athletes to engage with and inspire the public.

“Their 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.”    

Giles Hurley, CEO of Aldi UK, said: “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.

“Since our partnership began four years ago, Team GB athletes have been inspiring ambassadors, showing how everyone can create healthy, tasty meals from scratch using affordable fresh produce - and have fun while they’re doing it. 

“Our continued partnership with Team GB reinforces our commitment to Britain, which will see us open 1,200 stores by 2025 so that even more people can have access to fresh, healthy food at affordable prices."