For twelve year old backstroke swimmer Amy Phipps from Balsall Common near Coventry and one thousand young swimmers like her, the highlight of their year in the pool is competing to become the best swimmer of their age group in the country. For some, simply to compete nationally is a major achievement. For others, perhaps destined one day to swim for their country, to become the best 11 year old breaststroke girl or fastest 14 year old freestyle boy is an important goal and achievement that will stay with them for the rest of their lives.

This July the under 15's will swim in the Cheestrings National Age Group Championships as the Amateur Swimming Association announces a major sponsorship deal with Cheestrings. The three year contract means Mr Strings, the popular mascot for the peelable stringy cheese will make his poolside debut. The ASA has also negotiated for English County and District Swimming Championships to be included in the Cheestrings sponsorship deal, with the whole series now identified as the Cheestrings Challenge.

Commenting on the announcement, the ASA's Chief Executive David Sparkes was upbeat.

"The Cheestrings National Age Group Championships is a moment in every young swimmer's childhood that stands out as something very special. I'm delighted that Cheestrings will be working with the Amateur Swimming Association to help make this moment happen for all these boys and girls. The District and County competitions are events every proud mum and dad looks forward to as well."

One mum, one of the best known Swimming personalities in Britain, will be officially endorsing the Cheestrings brand. Sharron Davies MBE, Olympic Silver Medallist and Television personality will be taking a keen interest in the Cheestrings Challenge .

" My kids love Cheestrings, they are in high demand in our house and an essential ingredient in school lunchboxes. I am really looking forward to working with a brand which is demonstrating such a high level of support for such a fantastic sport."

The Cheestrings National Age Group Championships is such a popular event it takes over an hour for all the heats in the Boys 200m freestyle event to be completed and almost as long for the 224 entered for the same girls event to complete their heats, so Mr Strings will have his work cut out when he goes poolside at Ponds Forge pool in Sheffield in July. The Commercial Director of the ASA Katie Brazier commented:

"The Cheestrings brand is a perfect partner for us as it will provide valuable support on the ASA's health, fitness and education agendas."

Jane Hammond, Snacks Marketing Manager for Kerry Foods Ltd is looking forward to working with the Amateur Swimming Association for the Cheestrings Challenge.

"Through this sponsorship with the ASA we are placing Cheestrings in a fun healthy environment, which has direct appeal to both mums, dads and kids. Swimming helps promote a healthy lifestyle so it could not be a better match for the brand."

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The Cheestrings National Age Group Championships for girls 11-13 years and boys 11-14 years takes place 27-30 July at Ponds Forge Pool in Sheffield.

The ASA County and District Championships taking part in the Cheestrings Challenge are: Cheestrings District Age Group Championships:
Midland 14-15 June, 21-22 June Coventry
Western 7-8 June Millfield, 14-15 June University of Bath Southern 14-15 June, 21-22 June Crystal Palace
North 17 May Stockport, 14-15 June Manchester Aquatics Centre
North East 14-15 June, 28-29 June Ponds Forge Sheffield

Cheestrings County Age Group Championships:
Derbyshire 8-9, 15-16, 22-23 March
Nottinghamshire 15 February, 1, 15, 29 March
Cornwall 16 February, 8-9, 22-23, 29 March
Hampshire 1, 8-9, 15-16 March
Cheshire 8, 15,16,22,23,29 March

Published: 17th February