The brand joins a range of partners including Marks & Spencer, Speedo and Whitbread.
Sports marketing consultancy Drum APM, part of PHD Group, negotiated the deal on behalf of Weetabix. The agency said that Weetabix's decision to sponsor Team GB was based on the broad appeal of the Olympic Games and shared values with the Weetabix brand, such as health, energy and well-being.
Weetabix's Olympic sponsorship begins in April and will be backed by TV advertising, on-pack promotion activity and a schools PR programme. Advertising is through Banks Hoggins O'Shea/FCB.
Bill Humes, commercial director at Weetabix, said: "Having decided that Team GB and the values it represents was the right partnership for the Weetabix brand, it was critical that we secured an appropriate set of rights from the British Olympic Association to support the promotional plan."
Earlier this week fast food giants McDonald's and Coca-Cola were slammed for being hypocritical about their involvement as Olympic sponsors while being linked to the UK's growing obesity epidemic.
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