Warburtons has signed a deal to sponsor Sports Relief, a new initiative for 2002 developed by the organisers of Comic Relief and BBC Sport. This is the first time Warburtons has taken the sponsorship route and, from June, it will be running a raft of activity throughout the summer focusing on its Healthy range supporting the event. Promotional sporty-looking packs of Warburtons Healthy Wholemeal 800g loaf, Healthy White 800g and Healthy rolls will be on sale until mid-July and, for every pack sold, 4p will be given to Sports Relief, whose aim is to bring together the world of sport to raise money for disadvantaged young people. Business development director Roz Cuschieri said it hoped to raise £100,000 for the venture: "It sits very well with what we are trying to do with our brand. We hope to gain an association with what is a very healthy product with family sporting activities. "We've made a significant marketing investment. We are also working closely with BBC Radio 5." Activities will run throughout the summer and culminate on Saturday July 13 on BBC1 in a night of sport and entertainment combined with fundraising. {{P&P }}