Team GB and WholeEarth have renewed their partnership ahead of the Paris 2024 Olympic Games following their successful collaboration for Tokyo 2020.
With Paris 2024 taking place so close to home, excitement in the UK is at a high: in the first phase of sales Great Britain bought more tickets than any other nation outside of France, with over 80% of UK adults reporting having an interest in the Games*.
Whole Earth will support Team GB’s athletes in their preparation for Paris 2024 as well as showing the nation how peanut butter can form a delicious and nutritious part of a healthy and active lifestyles=.
Tim Ellerton, Commercial Director at the British Olympic Association, said: "After a successful partnership with Whole Earth in the run up to Tokyo 2020, we’re delighted to be joining forces again in the lead up to Paris 2024. Our participation at an Olympic Games is wholly reliant on the support of our valued partners, and we are looking forward to working with Whole Earth to develop new and exciting plans for the year ahead."
Nicola Turner, Whole Earth brand controller at Ecotone UK, added, "Peanut butter is often seen as a treat rather than an everyday food due to the misconception that it’s not good for us. We want to show that for many Team GB athletes – some of the healthiest people in the UK – Whole Earth peanut butter plays a star role in their diets due to it being full of goodness with no added sugar, and its winning nutty taste.
"We’re excited to come together again to celebrate and support our athletes, to feel inspired and excited for a summer sporting event like no other. Partnering with Team GB is such a natural fit for Whole Earth and we can’t wait to put peanut butter back on the Olympic podium."