Boa Unveils First Post-olympic Tier One Sponsor

Sebastian Coe, chairman of the British Olympic Association (BOA), has announced Nissan as a Tier One sponsor of British Olympic and Paralympic teams, the first major sponsorship post London 2012. 

The Japanese car manufacturer will become the official automotive partner of Team GB and ParalympicsGB in a deal that will see them support Britain’s top athletes at Sochi 2014 and Rio 2016.  

The agreement has struck after the BOA regained rights to secure individual sponsorship deals at the start of this year, after previously being restricted from doing so by the Joint Marketing Agreement – in place with London 2012 – due to the city’s hosting of the Games.

The brand signed up as a Tier 1 partner of Rio 2016 last year, after missing out as a backer for London, with BMW the lead automotive partner for 2012’s event. 

Nissan has stated it intends to apply its performance credentials and expertise in innovative technology to help enhance the squads’ training regimes and overall performance.

Paul Willcox, senior vice-president for sales and marketing for Nissan Europe, said: ‘Nissan will be more than just a badge on the team kit, it will be a true supporter of both teams and we look forward to working directly with Britain’s sporting heroes to amplify their performance and provide the UK with even more reasons to get behind our sportsmen and women.’

Lord Coe added: ‘The BOA played an important role in enabling me to pursue my Olympic dreams and compete for Team GB, and now, thanks to partners like Nissan, today’s athletes can be afforded the same support.’

‘Nissan has invested heavily in British industry and now it is backing Britain in the greatest sporting arena in the world.’