Case Study: McCain Foods GB
McCain Foods and UK Athletics both share a vision of a
healthier Britain. In 2008, McCain Foods GB established a
partnership with UK Athletics (UKA) to help British families
lead healthier, more active lives and to develop Britain's raw
sports talent through the sponsorship of grassroots
athletics. This £10 million investment over fi ve years is a
long term commitment to athletics, increasing opportunities
for people of all ages to get involved in sport and play an
integral role in helping to find and nurture the champions
of tomorrow.
The sponsorship campaign has encompassed a number of
key activities, including:
- Launching family-friendly Track & Field Road shows,
which were held in city centres and hosted by Sally Gunnell
and other athletes from the Team GB.
- Funding the McCain Track & Field Show on Channel 4,
raising the profile of athletics to British audiences.
In addition to the sponsorship and activation plans,McCain also supports the
Change4Life initiative under theAthletics4Life banner, which aims to help
people
lead betterlifestyles by promoting the right balance of healthier eatingand
physical exercise.
Bronze Award Winner of 2010 Community Partnership Awards: Culture, Media and
Sport
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More Information
FDF has published a booklet Community Partnership Awards 2010 (pdf, 2Mb) featuring a range of company case studies from Community Partnership Award
winners.