BOA unveil Nissan as new sponsor

Car manufacturer becomes first post-London 2012 ‘tier one’ sponsor as BOA aims to raise £42m in next four-year Olympic cycle

Posted on April 26, 2013 by
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Seb Coe, Nissan LEAF

Nissan has been named as the first major sponsor of the British Olympic Association (BOA) since the London 2012 Olympic and Paralympic Games.

The car manufacturer will support British athletes through the ‘Road to Sochi and Rio’ initiative as they sponsor both the BOA and the British Paralympic Association (BPA) and become the Official Automotive Partner of the two teams, Team GB and ParalympicsGB

The BOA has said it is looking to raise £42 million over the next four-year cycle to Rio 2016, with the unveiling of Nissan as a first major sponsor on Thursday a step towards that goal.

Speaking at a media briefing in Central London, Lord Sebastian Coe (pictured above), chairman of the BOA, commented: “I am delighted that Nissan, a company that is recognised globally for excellence and performance, is partnering with Team GB on the ‘Road to Sochi and Rio’.

“The BOA played an important role in enabling me to pursue my Olympic dreams and compete for Team GB, and now, thanks to partners like Nissan, today’s athletes can be afforded the same support.

“Nissan has invested heavily in British industry and now it is backing Britain in the greatest sporting arena in the world.”

Tim Hollingsworth, CEO of the BPA, also welcomed the partnership, adding: “I am delighted by this deal and would like to welcome Nissan into the Paralympic family in the UK.

“We are delighted that, following on from the inspiration of London, they have sought actively to support the BPA in this country alongside their becoming the first Paralympic partner of the Rio 2016 Games.

“We firmly believe that successful sponsorships are based on shared values and a vision for what can be achieved, and look forward to working closely with Nissan over the next four years to implement this.”

February last year saw Nissan unveiled as a ‘tier one’ sponsor and the automotive partner of the Rio 2016 Games. As part of that, the company will supply over 4,500 vehicles to support the Olympic and Paralympic events.

In terms of cutting costs, the state of the BOA’s finances following London 2012 has seen the number of staff at the organisation reduced by more than half, with performance director Sir Clive Woodward and chief executive Andy Hunt among those to have departed since the London Games.

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