McCain announces £5m sponsorship of UK Athletics
 

McCain has announced a five year sponsorship deal to become Principal Partner of UK Athletics and Title Sponsor of the McCain Young Athletes League and McCain UK Challenge events. "Our consumers understand that we make good, simple food", says the company. "We feel we have a role to play in promoting a healthy balanced lifestyle to our consumers, ensuring that they are leading an active life as well as enjoying good food".

McCain's £5 million sponsorship over the next five years is a long term commitment to the sport that they claim will have a significant impact on the development of athletic talent in the UK and will increase the opportunities for people of all ages to get involved in the sport. McCain has partnered with UK Athletics in a deal aimed at developing Britain's raw athletic talent through sponsorship of grassroots athletics. As Title Sponsor, McCain's backing will support young UK athletes as they work to achieve their potential via participation in the McCain Young Athletes League and the McCain UK Challenge events. Lifestyle Over the next five years, McCain's sponsorship will assume a central role in an effort to find and nurture the champions of tomorrow by inspiring more people to get more active. In September 2008, Olympic champion Sally Gunnell will launch McCain 'Track & Field', a nationwide campaign that will make athletics more accessible to more people. Sally Gunnell explained her motivations for getting involved: "I believe in balancing an active lifestyle with enjoying good food. As a busy mum with three growing boys, I know all about the pressures that parents face in getting their children to eat healthily and get active and am delighted that McCain has joined forces with UKA to help support them and encourage everyone to get into the sport I love". The sponsorship received further endorsement from Gerry Sutcliffe, Sports Minister in the Department for Culture, Media and Sport: "I fully support this partnership between McCain and UK Athletics, which I hope will encourage those who would not normally consider athletics to get involved in the sport", he said.   "I hope it succeeds in finding and nurturing the champions of the future and developing grass roots talent in UK athletics in the run up to the Olympics in 2012". "UK Athletics is delighted to announce this principal partnership, which will have an immediate impact on the development and nurturing of UK grassroots athletics talent", added Ed Warner, Chairman of UK Athletics. "This is a partner that shares the same vision as UK Athletics - that of a healthier Britain". Support McCain's sponsorship will run across five years with £1 million per year being spent supporting grassroots activity and promoting UK athletics to a wider audience. The McCain Young Athletes League is run at local athletics club level and provides training and support for over 150,000 competitors and supporters. The McCain UK Challenge comprises 56 annual events enabling 15,000 athletes to compete against their peers.