British Swimming welcomes UP&GO as official breakfast sponsor

18 Jul 2019

British Swimming has signed a three-year deal with UP&GO, who will become their Official Breakfast Partner from 18th July 2019.

British Swimming, the national governing body for aquatics in the UK, oversees Swimming, Para-Swimming, Diving, Artistic Swimming and Water Polo. Responsible for the aforementioned five sports at an elite level, British Swimming sends representative teams to major international championships, implementing performance programmes to help deliver medal winning performances at junior and senior level.

The organisation also delivers a number of major events every year, ranging from national championships to major showcase international meets such as the World Para-Swimming Championships, which will take place on Queen Elizabeth Olympic Park in September.

UP&GO is a core brand of Life Health Foods which launched in the UK in 2015. Providing a convenient and nutritious breakfast solution for busy people on-the-go, UP&GO responds to a growing consumer demand for healthier, on-the-go solutions. UP&GO is a delicious milk & oat-based drink that is high in protein, calcium and fibre and fortified with vitamins and minerals. UP&GO is the fastest growing major breakfast drinks brand in the UK* and is widely available in the cereal aisle of all major Grocers.

Another important element of the partnership will involve working closely with Becky Adlington’s SwimStars; a national learn to swim programme designed for all children aged 3-11. The programme teaches children to become competent, confident swimmers who could then make the transition to a swimming club or simply enjoy being active in the water. At present 12,000 children are involved in the programme each week and the plan is to expand this figure over the next three years with the support of UP&GO.

Of the partnership British Swimming Chief Executive, Jack Buckner, said:

“We are absolutely delighted to have signed a partnership with UP&GO, whose values align closely with those of British Swimming. Aquatics sports are notorious for their early starts, with training sessions often taking place before most people are even out of bed; having a partner who can offer quick but high quality fuel will be of real benefit to our British stars.”

Chris Laidlaw, CEO of Life Health Foods, said:

“We are extremely proud to have partnered with British Swimming and with Becky Adlington’s Swim Stars. We are passionate about inspiring & enabling as many people as possible to make the most of their mornings and enjoy the benefits of leading a healthy, active lifestyle. As an on-the go- drinks brand, a key aim of ours is to reduce breakfast skipping. We want to help people start their day in the right way.”

Becky Adlington OBE, double Olympic champion, added:

"I’m delighted to be partnering with UP&GO to activate their partnership with British Swimming.  As well as being a wonderful family-oriented sport, swimming is such an important life skill for children and adults alike and I’m very passionate about encouraging all Britons to learn to swim.  I look forward to helping bring this partnership to life!”

*Source: IRI data 52 weeks ending to 16.06.19 (Major breakfast drinks brands account for 93% category value sales)