New wave of cash to get kids in the swim

A major new £3 million sponsorship deal for British Swimming aims to get thousands of kids and parents in the pool and learning to swim. The three-year funding from Kellogg’s ensures the continuation of their ASA Award Scheme - which has helped two million children learn core swimming skills over the last 12 years.

During this period more than 13 million awards have been presented to British kids for their proficiency in the various strokes over set distances.

Swimming has grown considerably in popularity after the success of team GB at the Beijing Olympics - with stars such as Rebecca Adlington providing positive role models for rising talent. It is hoped this new funding will boost Team GB’s elite pool of athletes by encouraging a new generation of Olympic stars to get in the water and winning medals – or badges to start with.

The sport also plays a wider role in improving health and fitness levels across the UK. For many of us, teaching our child to swim is one of the great rites of passage of parenthood. However with only 13% of UK adults swimming regularly – the funding will also be used to encourage more parents to get back in the pool and splashing around with the kids and as well as using swimming to keep fit.

Bruce Learner, Community and Social Responsibility Manager from Kellogg’s says: “We’re passionate about swimming here at Kellogg’s, it’s a fantastic fun activity for all the family and most importantly it’s the only sport that can save your life. This investment is just one element of our massive commitment to all levels of swimming in the UK and our work to encourage children of all abilities to take up swimming as part of a balanced lifestyle.”

The deal will also sponsor four of Britain’s top swimmers in their quest for medal success at the 2012 Olympics including Cassie Patten, Nick Robinson Baker, Sam Hynd and Olivia Allison. Team Kellogg’s will also mentor 16 rising stars in the pool during their own quest for Olympic success in years to come.

For more information or to find your nearest pool visit kelloggs.co.uk/swimming .