HomeNewsNewsFood - OtherOlympicUnited Kingdom

McVitie’s signs with Team GB for Tokyo 2020

The McVitie’s biscuit brand has signed as an Official Partner of Team GB in the lead up to the Tokyo 2020 Olympic Games.

The partnership extends until the end of 2020 and will be activated through consumer promotional activities, retail partnerships and internal colleague programmes.

McVitie’s is the maker of well-known biscuits such as Digestives, Hobnobs and Jaffa Cakes.

The brand joins nine other sponsors on the Team GB roster: adidas, Aldi, DFS, Deloitte, Dreams, Haven, Ocean Outdoor, Persimmon and the University of Hull.

Last week, the British Olympic Association, which selects Team GB and manages its commercial rights, appointed Andy Anson as its new chief executive officer.

The move follows the departure of former chief executive Bill Sweeney to take up a similar role at the Rugby Football Union.

Most recent

French multinational insurance brand AXA will pay about £12m ($15.3m/€13.6m) per year as the new training kit partner of Premier League club Liverpool, SportBusiness Sponsorship has learned.

Barclays bank will pay between £4m ($5.2m/€4.6m) and £4.5m per season as the first title sponsor of the FA Women’s Super League, SportBusiness Sponsorship has learned. T

Chinese smartphone brand Oppo will pay between £8m (€9.26m/$10.3m) and £9m per year to partner with the Wimbledon tennis championships, according to industry sources.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.