Tesco is to sponsor GB Canoeing for the next two years in the run up to the London 2012 Olympics and will sell a range of canoes and kayaks to promote the sport.
Tesco’s head office in Cheshunt is just down the road from the Lee Valley White Water Centre in Broxbourne, Hertfordshire, where the team will train.
Canoes and kayaks will be sold on Tesco Direct from today, and the range will be expanded for summer.
Tesco’s commercial and marketing director, Richard Brasher said: “We’re proud to welcome GB’s canoeists as they relocate to our local area, and we look forward to helping them boost interest in the sport as part of our commitment to getting people active. We hope the GB Canoeing Team can go all the way to gold with our support.”
BG Canoeing athletes have won nine Olympic medals and 15 golds at the World and European championships this year.
Paul Owen, chief executive from the British Canoe Union said: “The support of Tesco is invaluable for our athletes, enabling us to invest further in their training and equipment.”