Cider brand Strongbow has been named an official partner of Team GB after agreeing a deal with the British Olympic Association.
The agreement will cover this summer’s Olympic Games in Rio de Janeiro, Brazil, which take place from August 5-21. Financial terms of the agreement were not disclosed, although Dutch brewing company Heineken, of which Strongbow is a subsidiary, confirmed the deal would be supported by a “multi-million pound media campaign”.
The deal will focus on engaging fans with the Games. Strongbow is set to launch a ‘Supporting the Supporters’ campaign, while Heineken will work with its customers to develop consumer plans for the multi-sport showpiece.
Cindy Tervoort, marketing director for Heineken, said: “We want to bring back the excitement we all felt during London 2012 and rally the nation to get behind Team GB. The pride and enthusiasm we experienced as a nation in 2012 was incredibly special, and we anticipate that our campaign will help the nation feel it once again.
“We know how important the Olympics are for them, and our marketing will firmly position ourselves as supporting the supporters.”