Coca Cola has added to its sponsorship of the Olympics with by signing a three-year deal with a charity promoting sport for disadvantaged youngsters.
StreetGames is a partner of Sport England and aims to bring sporting opportunities to kids in poor areas of the country.
Funding from the soft drinks giant will help the charity set up 300 ‘neighbourhood festivals’ of sport and equip dozens of tutors for its Sport for Change training academy.
“By drawing on the appeal of the Olympic Games and the popularity of our many brands, our ambition is to encourage positive behaviour change among a traditionally hard-to-reach audience,” said Coca-Cola GB boss Jon Woods.
StreetGames chief executive Jane Ashworth added: “The 2012 Olympics presents one of the biggest opportunities this country has ever seen for boosting grassroots sports participation. Our new partnership with Coca-Cola Great Britain will aid that mission.”
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