Coles has signed on as the first official sponsor of Nine Network's coverage of the London 2012 Olympic Games.
The supermarket will leverage the association to connect the brand with healthy living, and is planning to launch advertising to back its tie-up from the beginnning of 2012.
"This adds to several other high profile partnerships that help further underline the company's commitment to fresh food, healthy eating and active lifestyles," Coles marketing director Simon McDowell said.
Nine Network's director of sales and marketing Peter Wiltshire, said: "This partnership is confirmation that our early approach to market provides advertisers with the opportunity to support our telecast. We look forward to welcoming other partners in the months ahead."
Coles also sponsors Channel Ten's Masterchef and Channel Seven's My Kitchen Rules.
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