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Weetabix to Sponsor British Olympic Team in Athens

The British Olympic Association is pleased to announce Weetabix’s exciting sponsorship of Team GB at the 2004 Olympic Games in Athens.

Weetabix has chosen to sponsor Team GB as the Olympic Games has such broad appeal, and links so well with the brand values of Weetabix – health, energy and wellbeing.

In the last Olympic Games Team GB won a total of 28 medals – Britain’s best performance since 1920.

Trevor Hart, Sales Director at Weetabix Ltd, says: ‘As a truly British brand we are proud to be sponsoring Team GB. Over 80% of the UK population watched the Olympics in Sydney in 2000 – the most watched sporting event
ever. We are extremely proud to be associated with such a great sporting occasion and providing energy for Team GB.’

Simon Clegg, the Chief Executive of the BOA and Team GB’s Chef de Mission for the Athens 2004 Olympic Games, said: ‘I am delighted to welcome Weetabix, Britain’s leading breakfast cereal, as the latest sponsor of Team GB and the BOA. This exciting partnership will further enhance the services the BOA provide to all British athletes prior to and during the world’s greatest sporting event – the Olympic Games.’

Weetabix has put in place a focused plan of promotional activity to maximise the sponsorship in the run up to and during the Olympic Games.

In April there will be a special Weetabix pack designed to announce the sponsorship and get consumers excited in the build up to the Games. In May a massive on-pack promotion will be launched, running on 26 million packs across Weetabix and Weetabix Mini Crunch packs.

Weetabix will be on TV with its humorous TV advertising during summer linking the Team GB Sponsorship with the energy benefits from Weetabix. Weetabix will also be running an extensive PR programme through schools,
building on its association with School Sports days and encouraging children to get involved with physical activity.

For further information, please contact Becki Middleton in the BOA Media Office on 0208 871 2677 ext 233 or Sarah Jaconelli/Michelle Parrish Euro RSCG Biss Lancaster on 020 7022 4000