Co-Operative Signs Up With Sports Stars' Academies


The Co-operative has today announced that they have signed a title sponsorship deal with Activate Sport, which will see the UK’s largest mutual retailer supporting the academies of high-profile sporting stars Andrew Flintoff, Lee Westwood and Paul Sculthorpe.

Co-operative signs up with leading academies

The sponsorship agreement will see the stars’ academies and camps partnered with The Co-operative to form:

- The Andrew Flintoff Cricket Academy in partnership with The Co-operative Food
- The Lee Westwood Golf Academy in partnership with The Co-operative
- The Paul Sculthorpe Rugby League Camps in partnership with The Co-operative

Activate Sport is one of the leading providers of sport, activity and adventure camps for 5 to 18 -year-old boys and girls in the UK. Over 100 sporting camps will be held across the country this year, attended by over 6,000 children.

The flagship Activate Sport Camps offer a range of activities for youngsters, as well as championing the specialist academies and camps of England and Lancashire cricketer Andrew ‘Freddie’ Flintoff, Ryder Cup golf star Lee Westwood and former rugby league legend Paul Sculthorpe.

Luke Sutton, Activate Sport Director, said: “The Co-operative is a superb brand for us to have as our title sponsor and we’re hugely grateful for their support. They’re a very proactive sponsor and we can’t wait to start working with them to raise the profile of our activities and continue to promote healthy and fun lifestyles to children.”

The Activate Sport Camps provide a source of expert tuition for youngsters by offering children the chance to learn from the best coaches in their sport, as do the specialist academies and camps, where youngsters might even bump into their sporting heroes.

Andrew Flintoff commented: “It’s tremendous news to have secured this sponsorship for the Academy. The Academy needs support and The Co-operative Food partnership will allow us to do additional activity and make more of a difference. It’s superb that The Co-operative Food operates in the heart of communities, as that’s where we’re working with the Academy so it’s a perfect partnership. There’s one just round the corner from my house, too!”

The sponsorship deal provides The Co-operative with a range of benefits including appearances with Andrew, Lee and Paul at their respective academies, places to the camps and academies, ‘money can’t buy’ opportunities, event branding, content and member and staff discounts.

Patrick Allen, The Co-operative Group’s Marketing Director, added: “We are absolutely delighted to be working with Activate Sport, Andrew, Lee and Paul to support their camps and academies. The partnership allows us to reinforce The Co-operative’s ‘Good For Everyone’ brand campaign in 2009, whilst associating ourselves with three high-profile sporting role models.

“All the schemes take place in communities and promote participation and inclusion for children and families, so it was a
natural fit with our brand values. We’ll be working hard to involve our staff and our customers in the activity, integrate the sponsorships across all our businesses and promote our association to a wide audience.”
Generate Sponsorship, who secured and negotiated the sponsorship, will manage and leverage the partnership.

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