British Olympic Association (BOA)
Centrica sponsorship drive continues with British Gas Team GB deal
UK energy firm Centrica's busy 2023 in sponsorship continues apace with the announcement of its subsidiary British Gas agreeing a five-year deal with Team GB and ParalympicsGB
Dreams extends TeamGB and ParalympicsGB backing ahead of winter games
Team GB and ParalympicsGB have extended the sponsorship contract of mattress retailer Dreams ahead of the Beijing 2022 Winter Olympic and Paralympic Winter Games
Anson: New deals help BOA to negotiate Tokyo delay but one eye fixed on Paris 2024
British Olympic Association chief executive Andy Anson explains how the organisation has added six new sponsors since the postponement of the Tokyo 2020 Olympics and predicts there will be even greater commercial opportunities at Paris 2024 – 'the nearest thing to a home Games' for the NOC. Ben Cronin reports.
Randox Health sponsors Team GB in Covid-19 testing role
Randox Health, the UK’s largest Covid-19 PCR (polymerase chain reaction) testing provider, has signed a two-year sponsorship with the British Olympic Association as Team GB’s ‘Official Health Testing Partn…
Plant-based Birds Eye brand latest to join Team GB supplier tier
The British Olympic Association (BOA) has signed up frozen food manufacturer Birds Eye to the sponsorship portfolio of Team GB as an Official Supporter
Yoplait Kids backs Team GB sponsorship with seven-figure ATL commitment
The General Mills-owned Yoplait Kids yoghurt brand will sponsor Team GB for the next three Olympic Games
Camelot to aid Team GB and ParalympicsGB’s Tokyo preparations
Camelot, the company which operates the UK’s National Lottery, has agreed sponsorship deals with the British Olympic Association and British Paralympic Association ahead of the rescheduled summer Olympic a…
BOA connects with GoDaddy ahead of Tokyo Olympics
US-based internet company GoDaddy has agreed a deal to partner with the British Olympic Association
Athletes ‘pleased’ after BOA agrees to further Rule 40 relaxation
The British Olympic Association has announced that it will further relax its Rule 40 marketing guidelines, marking the end of a legal conflict between the BOA and a group of British athletes led by sprinter…
BOA set to further relax Rule 40 regulations following athlete legal challenge
The British Olympic Association looks set to further relax its Rule 40 marketing guidelines after a legal challenge by prominent British athletes
M&C Saatchi S&E to activate Dreams’ Team GB sponsorship
UK bed retailer Dreams has appointed the M&C Saatchi Sport & Entertainment agency to activate its sponsorship of Team GB for this summer’s Olympic Games in Tokyo.
UK Olympic, Paralympic bodies pool media rights, plan OTT platform
UK Olympic and Paralympic sports bodies have created a company to collectively manage their media rights, with the intention of exploiting them on an OTT platform developed in partnership with a media…
British Airways to support BOA for fourth consecutive Olympics
The British Olympic Association (BOA) has expanded its commercial portfolio ahead of the Tokyo 2020 Olympic and Paralympic Games by signing up British Airways as an official airline partner
BOA issues ‘robust’ response to athletes’ Rule 40 legal challenge
The British Olympic Association (BOA) has responded ‘fully and robustly’ to legal action taken against it by some of its most notable athletes.
BOA adds Whole Earth to Team GB sponsors ahead of Tokyo 2020
The British Olympic Association (BOA) has signed up healthy food brand Whole Earth as a Official Supplier of Team GB ahead of the 2020 Olympic Games
Infantino among proposed IOC members but no Coe given CSM conflict
The executive board of the International Olympic Committee has put forward three new names for election as IOC members, although Lord Sebastian Coe, the president of World Athletics, has not been proposed…
“It’s like a wave that hits you” | British Olympic federations on their commercial preparations for the Games
British Gymnastics chief executive Jane Allen, British Swimming chief executive Jack Buckner and UK Athletics chairman Chris Clark discuss their organisations' plans for the final run-in ahead of Tokyo 2020 and explain how to ensure a strong commercial return from the Olympic Games.
British Athletes take legal action against BOA over sponsorship restrictions
The British Olympic Association (BOA) is facing legal action from some of its top athletes over the restrictions it imposes on personal sponsorships at the Olympic Games