Official Team GB sponsor Kellogg’s has announced its six ambassadors for the Rio 2016 Olympics.

They are:

  • Rebecca Adlington OBE: Double Olympic gold medal-winning swimmer.
  • Louis Smith MBE: Gymnast who won silver on the pommel horse at London 2012 as well as a bronze in the team event.
  • Sir Steve Redgrave: Legendary rower who won gold medals at five consecutive Olympic Games, from 1984 to 2000.
  • Lizzie Armitstead: Won silver in the road race at London 2012 and the current women’s road race world champion.

The ambassadors have been recruited to tell the story of Kellogg’s – who has headquarters in Manchester – ‘Great Starts’ campaign.

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Kellogg’s kicks off year-long marketing push after agreeing 2016 Olympics partnership

Adlington, Smith and Redgrave will appear on more than 30 million packs of Kellogg’s cereal, including Corn Flakes, Special K and Bran Flakes, from April to September this year.

Gareth Maguire, Kellogg’s commercial director for cereals, said: “We’re delighted to have secured such brilliant Team GB ambassadors for this year’s Olympic Games.

“Lizzie, Becky, Louis and Sir Steve are four great role models everyone can look up to.”

Kellogg’s is using the Team GB tie-up as an opportunity to grow sales across all its categories.

In addition to the athlete cereal packs, Kellogg’s snacks, Nutri-Grain bars and Pringles will boast a Team GB logo between now and September.

In 2008, Kellogg’s teamed up with six-time Olympic gold medal winner Sir Chris Hoy, who appeared on packs of Bran Flakes.

This year, the athletes’ cereal packs will carry three distinct promotions.

The first, on shelves from April, will allow shoppers to win a trip to Rio 2016 worth upwards of £15,000.