JOC signs partnership deal with backaldrin

AMMAN — The Jordan Olympic Committee (JOC) has signed its first annual partnership deal — with international manufacturer of bakery ingredients backaldrin: The Kornspitz Company, according to the JOC News Service.

This new partnership will help meet the nutritional needs of Jordan’s athletes and strengthen the JOC’s vision for sports to play a key part in the lives of all Jordanians.

The JOC and backaldrin will launch an exclusive campaign in 2016 ahead of the Rio 2016 Olympic and Paralympic Games.

The partnership is part of the JOC’s Living Sport Communications Plan to work with like-minded local and international partners to promote sport and healthy living among Jordanians by making the JOC, a more approachable and marketable organisation.

Through Living Sport, the JOC has launched a number of initiatives and projects including the launch of the official JOC children’s ambassador, Nash, a character based on Jordan’s national flower — the Black Iris, which has survived and thrived amidst the harsh conditions of Jordan’s deserts to become a popular young sporting icon.