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Jaffa to extend relationship with British Canoeing as Official Partner following successful World Cup

British Canoeing has today announced that leading citrus fruit brand Jaffa has been appointed as Official Fruit Partner for the organisation until 31st December 2021.

Final Jaffa Extends British Canoeing Support

The 18-month deal is a continuation of the commercial partnership announced last year, when Jaffa were appointed as principal partner for the 2019 ICF Canoe Slalom World Cup and 2020 ECA Canoe Slalom European Championships.

David Joy, Chief Executive at British Canoeing said: 

I am delighted that British Canoeing is continuing our relationship with Jaffa as Official Fruit Partner. Jaffa has been a great brand for us to work with and we thoroughly enjoyed delivering an excellent Slalom World Cup with their support last year.

– David Joy, Chief Executive at British Canoeing

“I very much look forward to continuing to enhance our relationship with Jaffa, and build on our success to develop further opportunities with one of the country’s most loved retail brands.”

The Jaffa brand is part of AMT FRESH, who later this year will be relocating to a brand new purpose-built distribution centre based in Peterborough, supplying citrus in the UK exclusively for Tesco.

Rachel Hancox, Senior Commercial Manager at AMT FRESH said:

Following the success of Jaffa’s title sponsorship of the 2019 ICF Canoe Slalom World Cup, we are delighted to continue as British Canoeing’s Official Fruit Partner for 2020 and 2021.

– Rachel Hancox, Senior Commercial Manager at AMT FRESH

“We have thoroughly enjoyed getting to know the paddling community through this partnership over the past 18 months and will continue to offer members discounts on our products.

“Despite the current uncertainty surrounding the format of sporting events over the next 12 months, we are looking forward to working closely with British Canoeing to find fun and creative ways to continue to promote canoeing and the importance of healthy and active lifestyles.”