Jaffa Inks British Canoeing Partnership
British Canoeing has announced that fruit brand Jaffa will be its principal partner for both the 2019 ICF Canoe Slalom World Cup and the 2020 ECA Canoe Slalom European Championships.
The deal will see Jaffa have a wide range of naming and branding rights, which will include its logo prominently featured on all competition bibs, as well as the uniform for both officials and volunteers at the international slalom events.
As part of the two-year agreement, Jaffa will also become the Official Fruit Partner for British Canoeing.
Last year saw the national governing body for canoeing in the UK unveil its ‘Big Idea’ package, a new range of commercial opportunities designed to support the growth of paddle sport in the UK.
Its aim was to entice suitable partners for British Canoeing’s elite competition teams in Olympic and Paralympic disciplines, as well as the international events.
Both the 2019 ICF Canoe Slalom World Cup and the 2020 ECA Canoe Slalom European Championships will be held at the London 2012 Games legacy venue, the Lee Valley White Water Centre.
The first of the events, this year’s Slalom World Cup, takes place on 14-16 June and has already sold over 1,600 tickets, with further tickets currently on general sale.
Commenting on the partnership, David Joy, British Canoeing Chief Executive, said: “As one of the UK’s most loved fruit brands, that share our ethos of a healthy lifestyle, we are looking forward to working with Jaffa in hosting the Slalom World Cup in June.
“We are looking forward to attracting families to have a value for money, fun day out and support the British team as they take on the world’s best paddlers.”
Rachel Hancox, Commercial Product Lead at Jaffa, added: “We are intent on encouraging healthy diets and lifestyles amongst children and adults alike.
“Being the British Canoeing ‘Official Fruit Partner’ and having significant involvement in the 2019 and 2020 International Slalom Events, we are thrilled at the prospect of supporting this exciting sport, and the opportunity to jointly spread our message.”
Towards the end of 2018, Jaffa also announced a partnership with England Netball.
The two-year agreement has seen the Vitality Roses squad sport the Jaffa logo on match dresses and allows England Netball to build on its achievements across grassroots and elite level.
