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Team GB ramps up brand partnerships ahead of Tokyo 2020

Ben Sherman unveiled as official supporter joining Haven, Dreams and Persimmon Homes.

Team GB is continuing to build up its partnerships with major brands ahead of the Tokyo 2020 Olympic Games.

British fashion brand Ben Sherman is the latest to come on board, and will be creating an ‘exclusive look’ for all of Team GB’s athletes to wear during the opening ceremony on July 24, 2020.

The brand will also produce a commemorative fashion collection for Team GB fans, according to

“Ben Sherman is a heritage brand synonymous with British fashion and having worked together for Athens 2004, they know what Team GB means in this country,” said Tim Ellerton, commercial director at the British Olympic Association. “Ben Sherman is known for its creativity and class and we are already excited about the designs they have in mind that will introduce the brilliant Team GB athletes to the world at the Games in the best possible way.”

Mark Williams, creative director at Ben Sherman, added: “The design elements will hold true to the spirit of the Olympics.

“We want the athletes to feel an immense sense of achievement and unity while representing the nation during the opening ceremony.”

Ben Sherman joins other brands including UK holiday park Haven, bed retailer Dreams and Persimmon Homes, which were all confirmed in February.

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