The discounter pledges to support British Olympic athletes for another 17 years and extend ‘Get Set to Eat Fresh’ initiative
The UK’s fourth-largest supermarket will be supporting Team GB athletes as they work towards the Paris 2024 Olympic Games and the Milan-Cortina 2026 Olympic Winter Games, as well as Los Angeles 2028, the Olympic Winter Games in 2030, and Brisbane 2032.
Aldi has been the Official Supermarket of Team GB since 2015. Already one of Team GB’s longest-serving partners, this latest extension will see the partnership extended to 17 years, reaffirming Aldi’s multi-million pound investment in both Team GB and its athletes.
Since the partnership began, Aldi and Team GB have reached over 2.6 million young people through the ‘Get Set to Eat Fresh’ initiative; a free, school-based education programme which teaches children about affordable healthy eating. ‘Get Set to Eat Fresh’ is brought to life by Team GB and ParalympicsGB athletes and helps children aged 5 – 14 develop the skills required to cook nutritious, affordable meals. The ambition for the programme is to reach a total of three million young people by the end of 2024.
The partnership will also see Aldi continue to fuel the athletes with monthly vouchers for their all-important food shop. This initiative has supported over 1,000 athletes in the past four years, including the likes of Aldi ambassadors Max Whitlock, Helen Glover and Emily Campbell on their respective journeys to Paris 2024.
Kyrsten Halley, marketing director at Aldi UK, said: “We are thrilled to be extending our support for these talented British athletes by joining them on their journey to the next three Olympic Games.
“Team GB shares our core values of making sure that healthy, quality food is available to everyone, and with their help we believe we can inspire even more young people to adopt healthy eating habits and make healthier lifestyle choices.”
Tim Ellerton, commercial director at Team GB, said: “Aldi has been a fantastic support to Team GB for almost a decade, so we are delighted to be extending our partnership even further.
“Aldi provide a brilliant example of a strong, focused brand who align perfectly with Team GB’s objectives. This partnership helps to support our Olympic athletes and enables them to inspire future generations with their passion for sport and wellbeing.
“We are determined to make a real impact through this partnership and look forward to seeing what more we can achieve together in the lead up to Olympic Games for many years to come.”
Aldi’s athlete ambassadors for 2024 include: Max Whitlock, Gymnastics, Team GB; Helen Glover, Rowing, Team GB; Emily Campbell, Weightlifting, Team GB; Delicious Orie, Boxing, Team GB; Kieran Reilly, BMX Freestyle, Team GB; and Duncan Scott, Swimming, Team GB.
