Aldi unveiled as GB Olympic sponsor as it tightens British link

Supermarket discounter Aldi has revealed it will sponsor the Olympic team GB as it looks to tighten its association as a British brand.

Aldi: sponsoring Team GB at Rio 2016
Aldi: sponsoring Team GB at Rio 2016

The supermarket is to take on official sponsorship of Team GB at the 2016 Rio Olympic Games, as it seeks to further align the brand with British values.

The sponsorship deal - signed for an undisclosed sum - comes as the discounter celebrates its 25th year in the UK. It will see Aldi support the team at the games and at Olympic youth and community engagement programmes in the run up to the contest.

Aldi, like rival Lidl, has been seeking to address the perception that it is a "German discounter" and highlight that it sources half of its products from the UK.  It operates 560 stores in the UK with plans to hit 1,000 stores over the next seven years, it said.

"Our partnership with Team GB is the perfect way to celebrate our landmark 25th anniversary in the UK and we are proud of the investment Aldi has made in Britain over the last 25 years," said CEO Matthew Barnes.

"We are truly honoured to be supporting the extraordinary Team GB athletes on the road to the Rio 2016 Olympic Games."

Lord Coe, chairman of the British Olympic Association, said: "Aldi is a great and growing British employer 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."


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