Aldi has become the first official supermarket sponsor of the British Olympics team in a deal estimated to be worth GBP10m. The German discounter hopes the tie-up cements its position on the British retail scene, having opened its first store 25 years ago. The sponsorship of Team GB’s athletes in the build up to and during the Rio 2016 Olympic Games will push key initiatives including Get Set, the British Olympic Association’s youth engagement programme, and Home-Grown Heroes, which connects athletes with their local community.