John West Foods has unveiled a four-year deal with ParalympicsGB as its ‘Official Protein Partner’ working with athletes.

As an Official Gold Partner, the seafood company will cover the Paris 2024 Summer Paralympics, the Milan 2026 Winter Paralympics and activities outside of the games period.

The partnership looks to build on the brand’s Eat Strong, Go Strong message and amplify John West’s protein credentials, while also looking to remind consumers of the natural health benefits in everyday fish.

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“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,” John West Foods managing director, Paul Stephenson said.

“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.”

ParalympicsGB chief executive, Mike Sharrock added: “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.”