Sports Minister Richard Caborn was at Crystal Palace National Sports Centre this week to support the national launch of the Amateur Swimming Association (ASA) and Kellogg’s Swim Active programme.
Kellogg’s Swim Active is a three-year UK-wide scheme designed to break down the barriers to swimming and get an estimated 140,000 people across the country more active. Aimed at young children and their families, more than 34 projects have already been agreed for the first year of activity, with more set to join the scheme in 2007.
The Swim Active programme is funded by Kellogg’s and is part of the company’s £3million ‘grass roots to gold medals’ sponsorship of the ASA. This is the tenth year that Kellogg’s has supported the ASA and Swim Active illustrates the Company’s desire to invest in community projects that break down people’s barriers to getting active.
The announcement follows warnings more needs to be done to help fill the shortfall in the nation’s activity levels.
Sports Minister Richard Caborn met with British athletes Darren Mew and Fran Leighton to launch the programme on Monday.
“Swimming is a great activity for any age group and I applaud Kellogg’s efforts over the past decade,” said Caborn. “We have invested more public money into swimming than any other sport in the last ten years but we welcome businesses getting involved and helping to promote physical activity and sport to the public.”
ASA Chief Executive David Sparkes underlined the importance of the extended partnership with Kellogg’s.
“Kellogg’s is helping the ASA encourage more people to get active through swimming and water-based activity,” he said. “With the 34 Kellogg’s Swim Active projects across the country involving dozens of partner organisations, the total value of this investment is more than £500,000. This includes £90,000 from the National Sports Foundation, with a further £90,000 in 2007.
Over the three years of the Swim Active project, Kellogg’s, the ASA, the National Sports Foundation and our local partners will invest well over £1million in England alone, in encouraging youngsters and their families into the water.”
Kellogg’s Bruce Learner, said: “It’s fundamental to a healthy lifestyle to eat a balanced diet as well as get enough exercise. While we can provide the kick start to the day with a nutritious breakfast, we believe it is important to enable our consumers to get active as well.
“We’re committed to getting this healthy lifestyle message across and our partnership with the ASA allows us to encourage swimming as an essential life skill, great fun and fantastic way for people to stay active.
“We know that millions of people don’t get enough exercise and this campaign is one step – or stroke - to help solve the problem. The more that business works in partnership with communities, the more we can achieve.“
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Other Swim Active projects are taking place in:
Trafford; Norwich; London; Bradford; Ipswich (2); Epping Forest; Devon; West Somerset and Sedgemoor; East Devon; Gloucester; Swindon; Bristol; Scotland (4); Northumberland, Durham and Yorkshire; Brighton & Hove; Aylesbury; Berkshire; Derby Wallbrook; East Bassetlaw; Derby City (2); Mansfield; Sandwell; Wolverhampton; Bury; Plaistow/Stratford; Londonderry/Antrim/Fermanagh/ Armagh; South East Wales; North Wales; South West Wales.
Groups interested in getting involved with future Kellogg’s Swim Active projects should contact their local ASA Regional Office.
Kellogg’s investment in UK swimming includes:
Sponsorship of the Amateur Swimming Association Award Scheme since 1997. The scheme, which is the most successful in British sport has awarded millions of children and adults swimming badges and certificates.
Ten elite athletes – Team Kellogg’s - are being funded to provide coaching in their quest for medal success. Team Kellogg’s athletes support many of the Swim Active community projects.
