Ministry of Sport

Australian Beef Scores Major Olympic Partnership

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, said: “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.”

“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.

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 focused 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.

“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.”

Shaun Carney

Shaun Carney