TOKYO 2020: Australian Beef has been announced as an official partner of the 2020 Australian Olympic Team, giving Australian red meat an unprecedented platform on the national stage under a new sponsorship deal delivered by Meat & 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 July 2020.
MLA Managing Director Richard Norton announced the new partnership today 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," Mr Norton said.
"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 third largest markets respectively.
"In Australia, marketing activity will extend from television and social media right through to point of purchase material.
"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.
"In Japan, Australian beef will be served at all official Australian Olympic Team events," Norton continued.
"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.
"Australian Beef is the greatest in the world, produced with care by Australians who are prepared to set their sights high and have a go, so it is fitting that we align with the greatest sporting event in the world."
Australian Olympic Committee Chief Executive Officer Matt Carroll AM has welcomed the announcement as a perfect fit.
"Our partnership with Meat & Livestock Australia provides a significant boost to our Olympic Team as it prepares for Tokyo 2020.
"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 new category for the AOC and it's an exciting opportunity. We know Japan loves Australian red meat for its high quality. And no-one knows the benefits of healthy eating better than our Olympic athletes.
"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.