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ParalympicsGB signs healthy living focused deal with Nestlé Cereals UK

(Photo by Mark Robinson/Getty Images)

The British Paralympic Association has signed up  Nestlé Cereals UK to sponsor ParalympicsGB.

The deal will see the company provide its backing to four of the most popular Paralympic sports: athletics, table tennis, powerlifting and cycling.

The deal will be activated across a range of retail and out-of-home channels during the build up to the 2020 Paralympic Games.  Incorporated within this will a new on-pack design for eight Nestlé Cereals UK brands, including Cheerios, Shredded Wheat and Shreddies.

In addition, there will be a number of competitions for a range of prizes, such as tickets to attend this summer’s Paralympics.

The association’s central focus will be a campaign to inspire families towards a healthier and more active lifestyle, sharing advice on how to keep fit and outlining the importance of a nutritionally-balanced breakfast.

Paralympics athletes, such as table tennis’s Rio 2016 gold medallist Will Bayley will boost the campaign through their support of its activity.

The team’s full sponsorship portfolio is comprised of recently-added airline British Airways,  German sports brand adidas, global insurance specialists Allianz, law firm Hogan Lovells, food and beverage company Mondelez International, supermarket Sainsbury’s, automotive manufacturer Toyota and telco Virgin Media, which are all top tier ‘gold partners’.

The second tier contains online shopping brand Asos, multi-national oil giants BP and investing banking company Citigroup.

The 2020 Paralympic Games take place in Tokyo, Japan. It begins on August 25 and concludes on September 6.