Strongbow named as Team GB Olympics sponsor

Strongbow cider has signed an exclusive agreement with the British Olympic Association to become an official partner of Team GB at this year’s Olympic Games in Rio de Janeiro.  

Strongbow said it aims to ‘unify the nation’ to support Team GB at the Rio Olympics (Photo: Strongbow)

With just under 100 days to go until Rio 2016, Strongbow said it aimed to build on the feel-good factor from London 2012 and “unify the nation” to support Team GB by launching a campaign with the theme of ‘Supporting the supporters’.

The first-time sponsorship will be supported by a multi million-pound media campaign, while Strongbow’ owner Heineken International said it will be working with its customers to develop bespoke plans for their consumers.

“We want to bring back the excitement we all felt during London 2012 and rally the nation to get behind Team GB,” said Cindy Tervoort, marketing director for Heineken.

“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.”

Bill Sweeney, CEO of the British Olympic Association, added: “The fans made the difference in 2012 and with the team competing some 6,000 miles away in Rio, we want to make sure they know they have the whole nation behind them all over again.

“Strongbow’s commitment to supporting the supporters and celebrating success is a great way of embracing that passion for our Olympians.”

Strongbow, the UK’s best-selling cider, which is made in Herefordshire using 100% British apples, will be available to invited guests visiting the Team GB Clubhouse in London.