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AustralianFarmers

Growing for gold: Aussie beef powers 2020 Paralympic Team

Australia’s 2020 Paralympic team will be fuelled by Australian beef, with Meat & Livestock Australia (MLA) signing a new sponsorship deal with Paralympics Australia.

It follows the announcement in November 2018 of MLA’s sponsorship deal as an official partner of the 2020 Australian Olympic Team.

The Paralympic partnership will run from mid-2019 through to the Tokyo 2020 Paralympic Games, being held from 25 August to 6 September 2020.

“Like our partnership with the Australian Olympic Team, this sponsorship with Paralympics Australia will provide a far-reaching platform over an extended period to positively promote Australian beef’s nutritional benefits through its association with elite sport and our best Para-athletes,” MLA Managing Director Jason Strong said.

The Paralympic Games is a massive platform with the 2016 Rio Games being the second largest global sporting event of that year with a global television audience of four billion people across 154 countries.

The 2020 Tokyo Paralympic Games will be its biggest yet, anticipating 180 athletes from potentially 18 sports.

“Marketing activity will extend from television and social media right through to point of purchase material. MLA will also undertake cross-promotional opportunities in Japan to further cement Australian Beef’s leading position in our largest beef export market,” Mr Strong said.

Together, the partnerships with the Australian Paralympic Team and Australian Olympic Team, will help reinforce the message of Australian beef as part of a healthy diet to communities and consumers all over the country.

Meat & Livestock Managing Director, Jason Strong

Paralympics Australian Chief Executive Lynne Anderson said Paralympics Australia is thrilled to welcome Australian beef to the Paralympic family.

“Our Paralympians know the immense value of eating healthily and the many ways this can contribute to success, which makes Australian Beef a perfect partnership for us,” Ms Anderson said.

“With just over a year to go until the Tokyo 202 Paralympic Games, Paralympics Australia is laser-focussed on providing our athletes and our wider tea, with the best opportunity to success on the world stage and we’re very thankful for the support that MLA and Australian beef will provide us as we strive for gold.”

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