Australian Beef will be an official partner of the 2020 Australian Olympic Team, giving Australian red meat a platform on the national stage.
The deal is being delivered with sponsorship from Meat and Livestock Australia (MLA).
The partnership will run from the end of November 2018 through to the Olympic Games to be held in Tokyo, Japan, in 2020.
MLA managing director Richard Norton announced the new partnership at the MLA 2018 Annual General Meeting in Canberra, being held as part of Red Meat 2018.
“It makes sense that Australian Beef, renowned for its superior quality and nutritional properties should fuel the elite Australian athletes that will compete in the ultimate physical and mental contest,” said Norton.
“The partnership will complement and build on all MLA’s marketing and communications initiatives in the Australian market and include cross promotional opportunities in Japan, our beef industry’s largest and second largest markets respectively.
“In Australia, marketing activity will extend from television and social media right through to point of purchase material,” he said.
“Sports dietitians and nutritionists – with a reach that extends not only to elite athletes but right through to grassroots participation sports – will be the focus of MLA’s nutrition communications and education program throughout the Olympics partnership.
“Our partnership with the Australian Olympic team will help us to take the message of Australian Beef as part of a healthy diet to communities and consumers all over the country in the nearly two years until the Olympic Games,” said Norton.
Australian Olympic Committee chief executive officer Matt Carroll has welcomed the announcement as a perfect fit.
“Our partnership with Meat and Livestock Australia provides a significant boost to our Olympic Team as it prepares for Tokyo 2020,” said Carroll.
“We are focussed on giving every athlete the opportunity to excel at these games and that is only possible through the generous support of our partners.
“This is a perfect fit in every way as we prepare to send our team to show their quality in the cauldron of Olympic competition,” said Carroll.