Jordan Olympic Committee seals landmark partnership

The Jordan Olympic Committee (JOC) has signed its first ever annual partnership deal with ‘backaldrin The Kornspitz Company’, a producer of bakery ingredients.

The JOC and backaldrin will launch an exclusive campaign next year ahead of the 2016 summer Olympic and Paralympic Games in Rio de Janeiro, Brazil.

The partnership is part of the JOC's Living Sport Communications Plan to work with like-minded local and international partners to promote sport and healthy living among Jordanians.

“The JOC is committed to ensuring sport plays a key role in the wellbeing and development of Jordan so we are delighted to partner with a major international company like backaldrin that shares many of the same values as the Olympic movement,” JOC secretary general Lana Al Jaghbeer said. “Jordan is facing mounting health issues due to poor lifestyle choices and this partnership will ensure that the JOC is at the forefront of tackling these issues.”

Through Living Sport, the JOC has launched a number of initiatives and projects including children’s ambassador Nash, a character based on Jordan’s national flower – the Black Iris, which has survived and thrived amidst the harsh conditions of Jordan’s deserts to become a popular young sporting icon.