New Deal Sees Boa Shop With Aldi

Aldi has become the official supermarket of the British Olympic Association (BOA) in a new four-year deal, covering Games for Rio 2016 and PyeongChang 2018.

As part of the deal, the German discount chain will promote its partnership through branding and associations with top British athletes, as well as an involvement in BOA grassroots initiatives.

Although financial terms were not released, media reports suggest that Aldi will commit between £6 million and £10 million over the course of its deal, representing the company’s biggest ever spend on a single marketing campaign.

BOA chief executive Bill Sweeney, said: “We’re delighted to have Aldi join us on our road to Rio 2016 and their support will play a key role in the team’s success at the Olympic Games.

“Their drive for excellence matches our own and we’re looking forward to working with them on our community and sporting engagement programmes, as well as supporting the athletes heading out to Brazil next year. Aldi is a growing, impressive brand in the UK and is a great fit with Team GB.”

Lord Coe, chairman of the British Olympic Association, added: “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.”