Meat and Livestock Australia announces Olympic sponsorship
21/11/2018
Managing director, Richard Norton, announced the new partnership at the MLA 2018 annual general meeting in Canberra on November 21; the meeting took place during the wider Red Meat 2018 event.
“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 build on MLA’s marketing initiatives in the Australian market and include cross-promotional opportunities in Japan, our beef industry’s largest and third-largest markets respectively.”
He went on to say that sports dietitians and nutritionists will be the focus of MLA’s nutrition communications and education programme throughout the Olympics sponsorship deal, and at the Tokyo Games, Australian beef will be served at all official Australian team events.
The chief executive of the Australian Olympic Committee, Matt Carroll, said the partnership represents “an exciting opportunity”. He said Australian red meat is popular in the host country for its high quality, and added that “no-one knows the benefits of healthy eating better than our Olympic athletes”.
Share this story:
