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BOA adds Whole Earth to Team GB sponsors ahead of Tokyo 2020

(Photo by Maja Hitij/Getty Images)

The British Olympic Association (BOA) has signed up healthy food brand Whole Earth as a Official Supplier of Team GB ahead of the 2020 Olympic Games.

Multiple activations and fan engagement programmes are planned in the lead up to then Tokyo 2020 Games, which begin on July 24 and conclude on August 9.

Tim Ellerton, commercial director at the BOA, said of Whole Earth: Not only are their natural protein products extremely popular with athletes, their approach to sustainability and innovation is something which should be admired. We certainly look forward to the partnership and working together on the road to Tokyo 2020.”

The deal extends Whole Earth involvement in British sport. It is one of nine suppliers to the British Triathlon Federation (BTF), an association that has run since 2014. The deal allows Whole Earth to release products endorsed by the BTF.

The BOA now has 11 partners and four suppliers.

The build up to next year’s Olympics has seen the organisation face a legal challenge from some of its top athletes over the restrictions it imposes on personal sponsorships at the event.

Led by sprinter Adam Gemili, the athletes’ argument centres on the notion the organisation is overly strict in their implementation of the International Olympic Committee’s (IOC) rule 40, which is designed to protect the exclusivity of the IOC’s 12 major partners.