The British Olympic contingent, Team GB has inked a sponsorship extension with the fastest-growing grocery store, Aldi, until 2032.
The UK’s fourth-biggest retailer will help Team GB athletes as they prepare for the Paris 2024 Olympic Games, the Milan-Cortina 2026 Olympic Winter Games, the Los Angeles 2028 Olympics Games, the Olympic Winter Games in 2030, and the Brisbane 2032 Olympic Games.
Since 2015, Aldi has been the official supermarket of Team GB. Already one of its longest-serving partners, the latest extension will bring the association to 17 years.
Tim Ellerton, Commercial Director at Team GB, said, “Aldi has been a fantastic support to Team GB for almost a decade, so we are delighted to be extending our partnership even further. Aldi provides a brilliant example of a strong, focused brand who align perfectly with Team GB’s objectives. This partnership helps to support our Olympic athletes and enables them to inspire future generations with their passion for sport and wellbeing.
“We are determined to make a real impact through this partnership and look forward to seeing what more we can achieve together in the lead up to the Olympic Games for many years to come.”
Since the collaboration’s inception, Aldi and Team GB have connected with over 2.6 million young people via the ‘Get Set to Eat Fresh’ project, a free, school-based education programme that educates children about cost-effective healthy eating.
Team GB and ParalympicsGB athletes support ‘Get Set to Eat Fresh,’ which teaches children aged 5 to 14 how to cook inexpensive meals. The campaign aims to connect with three million young people by the year’s end.
Aldi will also continue to provide monthly food vouchers to the athletes as part of the collaboration. Over the last four years, this campaign has backed over 1,000 athletes, such as Aldi ambassadors Max Whitlock, Helen Glover, and Emily Campbell.
Kyrsten Halley, Marketing Director at Aldi UK, said, “We are thrilled to be extending our support for these talented British athletes by joining them on their journey to the next three Olympic Games. Team GB shares our core values of making sure that healthy, quality food is available to everyone, and with their help we believe we can inspire even more young people to adopt healthy eating habits and make healthier lifestyle choices.”
