John West and ParalympicsGB announce official partnership

John West Foods has become an Official Gold Partner of ParalympicsGB. The four-year partnership covers the Paris 2024 Summer Paralympics and the Milan 2026 Winter Paralympics, as well as activities outside of the Games period. John West will be ParalympicsGB’s ‘Official Protein Partner,’ working with athletes and collaborating on other opportunities.

John West have signed a four-year deal to become the exclusive protein partner of ParalympicsGB. This long-term partnership will bring to life the brand’s Eat Strong, Go Strong message and amplify John West’s protein credentials. ParalympicsGB demonstrates the ultimate physical and mental strength, finishing in the top two places in the medal table at each of the last two Summer Paralympic Games and winning medals in a record-breaking 18 different sports at Tokyo 2020. ParalympicsGB is regularly rated the UK’s most inspirational sports team, has one of the highest levels of positive sentiment on social media and enjoys strong support from other partners including Channel 4.

John West’s partnership with ParalympicsGB demonstrates the brand’s strong commitment to positive nutrition, health and well-being, with clear synergies around physical and mental strength. The partnership seeks to remind consumers of the natural health benefits in everyday fish and John West’s status as the original natural protein, showcasing its range of tasty and nutritious products that keep consumers fuelled throughout the day.

Mike Sharrock, Chief Executive at ParalympicsGB, said: “Healthy nutrition is one of the most important aspects of health and wellbeing for athletes. With John West as our official protein partner for the next four years, we now have protein expertise at hand that will make our athletes go strong and enable us to underline how crucial nutrition is to support a healthy lifestyle.”

Paul Stephenson, Managing Director John West Foods, said: “As the Paris 2024 Games approach, we’re proud to step up and reaffirm our support for positive nutrition as a living legacy for generations to come. The physical and mental determination of Paralympians is an inspiration for us all, and in our new partnership with ParalympicsGB we will support the team with natural protein that will help them achieve their goals.”