Discount phenomenon Aldi has weighed into the sporting scene to become the first-ever official supermarket partner of Team GB in the build-up to and during the Rio 2016 Olympic Games.
The supermarket group will work with the British Olympic Association (BOA) to deliver key initiatives including Get Set – the organisation’s youth engagement programme – and Home-Grown Heroes, an initiative to connect local athletes with their local community.
Matthew Barnes, chief executive of Aldi UK and Ireland, said the partnership was the perfect way to celebrate Aldi’s 25th anniversary in the UK. “We are truly honoured to be supporting the extraordinary Team GB athletes on the road to the Rio 2016 Olympic Games,” he said.
Bill Sweeney, chief executive of the BOA, said Aldi’s drive for excellence matched is own. “Aldi is a growing, impressive brand in the UK and is a great fit with Team GB.”
Lord Coe, chairman of the BOA added that Aldi was “a great and growing British employer” and was championing British produce and suppliers.
“Their support is a huge boost in our efforts to get the nation inspired in the run up to the Rio 2016 Olympic Games,” he said.