Quaker Oats has a new role as the Official Partner of Team GB. The four-year partnership will see Quaker Oats supporting British athletes on their journey to the Milano Cortina 2026 Olympic Winter Games and the Los Angeles 2028 Olympic Games.
This landmark partnership brings together two iconic names, united by shared values of perseverance, performance and fuelling potential. As an official partner of Team GB, Quaker will play a vital role in supporting British athletes to help fuel their training and preparation through one of the most trusted, recognised and nutritious breakfast brands in the country.
“It’s brilliant that Team GB and Quaker have joined forces, truly highlighting the value of oats in an athlete’s diet,” said Irene Riach, Team GB Nutritionist and Registered Dietitian. “Oats are a highly digestible wholegrain that provide slow-release energy from complex carbohydrates, offering multiple health benefits, such as supporting cholesterol management and improving gut health. Often used by athletes for a strong start to the day or post-training recovery, oats are versatile and can be incorporated into various meals at any time of the day, from porridge to smoothies, boosting fibre and energy levels.”
The connection between oats and elite sport is already well established. During the Paris 2024 Olympic Games, it was widely published that a large number of Team GB athletes were choosing porridge to fuel their rigorous training sessions and competitions. Now as an official partner, Quaker Oats will be working in tandem with Team GB to ensure that all the delegation, from Milano Cortina to Los Angeles will have access to the extensive range of Quaker Oats products to help fuel their Olympic journey.
“As a brand rooted in nourishment and everyday strength, we're incredibly proud to be backing Team GB,” said Josephine Taylor, Head of Marketing at Quaker Oats UK. “These athletes inspire the nation with their dedication and determination – values that align perfectly with what Quaker stands for. With so many already turning to porridge as part of their training, we’re thrilled to be supporting them every step of the way with the full strength of the Quaker range behind them – from convenient pots and sachets for busy schedules to our protein range, which is crucial for muscle growth and repair.”
Tim Ellerton, Commercial Director at Team GB, said, “Joining forces with Quaker Oats is an incredibly exciting step on our journey to Milano Cortina 2026 and LA28. Simply put, Team GB athletes love porridge, and this partnership with such a brilliant brand represents a shared dedication to fuelling their success and powering our athletes both on and off the field of play."
The partnership will include exclusive content with Team GB athletes and a robust multi-channel marketing campaign. Uncommon is set to lead on creative with OMD handling media buying, supporting by Splendid Communications leading on PR, and Dept Agency leading all influencer content.
Quaker Oats will activate across key milestones in the lead-up to both Games as well as the Dakar 2026 Youth Olympic Games and European Olympic Committees in Brasov 2027, Istanbul 2027 and Lignano 2027, offering consumers a behind-the-scenes look at how Great Britain’s Olympians prepare, persevere, and perform.
