McVities appoints Fuse as agency of record for Team GB sponsorship

20 Mar 2020

By: Sport Industry Group

McVitie’s has appointed partnerships and experiences marketing agency Fuse to look after athlete management for its Team GB sponsorship as it builds up to the Olympic Games Tokyo 2020

Fuse will be the brand’s partnership agency of record for the sponsorship, and the agency has negotiated and contracted a host of Team GB athletes to front the campaign over the coming months.

Fuse will also work alongside media agency Manning Gottlieb OMD on McVitie’s upcoming ‘Best of British’ campaign which will see the public encouraged to vote for their favourite of three “quintessentially British” flavours. 

The brand will put the choice of Marmalade on Toast, Cherry Bakewell and Strawberries & Cream flavoured biscuits to the public. 

Louise Johnson, CEO, Fuse said: “We’re thrilled to be bringing together two incredible British institutions in McVitie’s and Team GB for a campaign that really speaks to some of the nation’s favourite activities: sport and eating biscuits!”

The campaign will feature three new, yet to be announced, ‘legendary’ Team GB ambassadors, while Diver Tom Daley, gymnasts Becky and Ellie Downie and Max Whitlock, canoeist Liam Heath, boxer Frazer Clarke and taekwondo athlete Lauren Williams have all come on board for the duration of the relationship.