For Aldi and the best British athletes, the gold-standard partnership is continuing.
The supermarket chain announced Wednesday it will support Team GB through a third Olympic cycle – the 2024 Paris Summer Games — by extending its agreement with the British Olympic Association.
The arrangement also continues Aldi’s Get Set to Eat Fresh initiative, which has taught home-cooking skills and the importance of eating fresh, healthy food to more than 810,000 young people (ages 5 to 14) in the UK.
“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,” says Giles Hurley, chief executive of Aldi UK.
As the Official Supermarket Partner to Team GB, Aldi plans to fuel athletes’ training by providing fresh produce through an in-kind ‘Homegrown Heroes’ programme. In the past four years, the supermarket has supported around 700 athletes.
“We are delighted to extend our partnership with Aldi through to 2025,” says Bill Sweeney, chief executive of the British Olympic Association. “They are a prime example of a strong relationship 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.”
Familiar and new faces from Team GB are lined up to be featured 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 featured double Olympic champions Jade Jones, Nicola Adams, Alistair Brownlee and Lizzy Yarnold in Aldi campaigns. They, along with Jason Kenny and Beth Tweddle, also have helped open almost 200 new UK stores since the Team GB partnership began. Team GB ambassadors have also delighted young fans by visiting schools in the Get Set to Eat Fresh initiative.
“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,” says Hurley. “Their popularity has helped us engage hundreds of thousands of young people in the UK, and appearances at our new stores have helped encourage families to include more fresh produce in their weekly shop.”
