BOA feeds sponsor portfolio with McVitie’s deal

15 May 2019

By: Sport Industry Group

The British Olympic Association (BOA) has agreed a new partnership with biscuit brand McVitie’s.

The producer of products such as McVitie’s Digestives, Hobnobs and Jaffa Cakes, will back Team GB until the end of 2020, a period which will include next year’s Summer Olympic Games in Tokyo.

The partnership will be activated through consumer promotional activities, retail partnerships and internal colleague programmes.

Nick Bunker, Managing Director at McVitie’s parent company pladis UK and Ireland, said: “We know that the nation is passionate and proud of its British sporting heritage as are the 22 million households up and down the UK who feel equal love for our McVitie’s brand, so this partnership feels like a very natural fit.

“We have exciting plans for the partnership and are looking forward to seeing it come to life ahead of the much-anticipated Games next year.”  

The news comes a week after McVitie’s announced it is partnering with mental health charity, Mind, to launch a new campaign, ‘Let’s Talk’, which is aimed at promoting mental wellbeing by encouraging people across the nation to get talking.

The deal represents the latest sponsorship agreement signed by the BOA ahead of Tokyo 2020. British fashion brand Ben Sherman was last month unveiled as an official supporter of Team GB in a deal that will run beyond the Tokyo 2020 Games.

In February, the BOA announced a trio of deals with UK holiday park Haven, bed retailer Dreams and housebuilder Persimmon Homes.