Team GB has today announced that it is extending its current partnership with Aldi by a further four years to 2025.
This latest agreement with the British Olympic Association will see Aldi support Team GB through a third Olympic cycle – Paris 2024, making it one of Team GB’s longest-serving partners.
Since the partnership began in 2015, Aldi’s Get Set to Eat Fresh initiative has also 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.
As the Official Supermarket Partner to Team GB, Aldi will also continue to fuel athletes’ training by providing fresh produce through an in-kind ‘Homegrown Heroes’ programme. In the past four years, the supermarket has already supported around 700 athletes.
Familiar and new faces 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.
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 delighted young fans with their attendance at Get Set to Eat Fresh school visits.
They, along with Jason Kenny, Beth Tweddle and a host of other Olympians, have also opened almost 200 new UK stores since the Team GB partnership began.
Bill Sweeney, CEO of the British Olympic Association, said: “We are delighted to extend our partnership with Aldi through to 2025. They are a prime example of strong partnership through commitment, collaboration, creativity and longevity. We share a common passion for high performance and excellence as evidenced by their continued business growth in the highly competitive UK grocery market.
“Their dedication to programmes such as Get Set to Eat Fresh as a positive contribution to wellbeing through the promotion of fresh and healthy food is an example of how we work jointly to support societal change through athlete lifestyles.
“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.
“We are very conscious of the need to deliver tangible benefits in today’s demanding business environment and are extremely proud to extend our partnership with Aldi.
“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.
“Their popularity has helped us engage hundreds of thousands of young people in the UK via our Get Set to Eat Fresh initiative, and appearances at our new stores have helped encourage families to include more fresh produce in their weekly shop.
“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.”