ParalympicsGB Announce Partnerships With Salesforce And Aldi
March 9, 2022
Salesforce, the global leader in CRM, today announced a new long term marketing partnership with ParalympicsGB to bring fans and athletes closer together than ever before.
The three year agreement will mark a step change in the way ParalympicsGB engages with its audiences. Deepening fan engagement and growing its reach will be at the heart of achieving its strategic objectives of breaking down barriers and challenging perceptions for disabled people.
ParalympicsGB will also use the powerful Salesforce platform to extend the reach of its charitable fundraising to support the delivery of a world class preparation and Games environment for the team.
Mike Sharrock, Chief Executive of the British Paralympic Association, said: “I cannot wait to see the impact of this agreement which will be transformational for ParalympicsGB in the way we can grow and deepen engagement with our fans and athletes. Following the record-breaking achievements at Tokyo 2020, an effective data strategy is at the heart of our plans to showcase the inspirational power of Paralympic sport as we build toward Paris 2024 and beyond.”
As part of the marketing partnership, Salesforce will engage with fans around the world and use data to create hubs and visualisations to help deepen engagement and broaden the reach of the ParalympicsGB team’s athletes and achievements.
“Equality is a core value at Salesforce, we are committed to working with others to make our world a better, fairer, more open place for everyone,” said Zahra Bahrololoumi, CEO of Salesforce UK and Ireland. “We are proud to enter this new partnership with ParalympicsGB, a meeting of like minds and an opportunity for us to excite new and existing audiences in Paralympic sport through the dynamism of technology and data visualization. We look forward to bringing fans and athletes together on this team’s incredible journey.”
This announcement builds on Salesforce’s multi-year partnership with Team GB, Team Germany, Team USA and founding partnership of the LA28 Olympic and Paralympic Games.
Aldi Sponsors Paralympics
The UK’s fifth-largest supermarket Aldi is the new official partner of ParalympicsGB, as the team competes at the Winter Paralympic Games in Beijing.
The sponsorship, agreed with governing body the British Paralympic Association (BPA), will run through to the next Paralympic Summer Games and means that Aldi is now the sponsor for both Great Britain’s Olympic and Paralympic teams up to Paris 2024.
The partnership builds on Aldi’s existing partnership with TeamGB where they have supported Great Britain’s Olympic team and athletes since 2015.
Aldi has been fuelling Team GB athletes to success since 2015 by providing all athletes with monthly food vouchers, and will extend this program to cover all ParalympicsGB athletes.
In addition, ParalympicsGB athletes will attend the opening of new stores, providing athletes with the opportunity to engage with local communities and raise awareness of ParalympicsGB with shoppers across Great Britain.
Adam Zavalis, Marketing Director at Aldi UK, said:
“We’ve been fuelling Team GB with healthy food since 2015 and I’m thrilled that we now have the opportunity to extend that support to Great Britain’s amazing Paralympic athletes. We’re immensely proud to be supporting the Winter team as they compete in Beijing, just as we will the summer athletes, all the way to Paris in two years’ time.”
Mike Sharrock, Chief Executive of the British Paralympic Association said:
“We are very excited about this partnership and the potential to reach communities right across the UK. We know Aldi is focused on championing British success through their support for local farmers and suppliers, and through helping our athletes reach their full potential. We look forward to working with Aldi to bring the stories of ParalympicsGB athletes to many more homes, helping to break down barriers for disabled people and change perceptions.
“With two years to go, we’re immensely excited to work with Aldi on the road to Paris – by not only helping to further support our athletes to be best prepared for the Paralympic Games, but more generally helping people in the UK live an active and healthy lifestyle.”