October 12 - Children across the country are leading fitter, healthier lives as Active Kids thanks to a £100 million ($159 million) donation by supermarket giant Sainsbury’s, who are a Tier One London 2012 sponsor.


The money has provided, among many other things, 141,739 rainbow skipping ropes, 71,143 foam Javelins and 37,810 Mitre Tactic footballs.

It is the biggest donation ever of its kind into schools and youth organisations by a retailer.

Sainsbury’s was praised by Secretary of State for Culture, Olympics, Media and Sport, Jeremy Hunt, who said: "It’s fantastic to see how one of the UK’s leading supermarkets contributes to the community in the way that Sainsbury’s has with Active Kids."

More than 45,000 organisations across the UK now call on Sainsbury’s Active Kids to help offer children of all ages and abilities the chance to engage in sports and cooking activities.

Active Kids has contributed to an increase in activity levels of young people, with 55 per cent now taking part in three hours of physical education and school sport

Junior British record holder and sprinting sensation Jodie Williams and Paralympic swimmer Ellie Simmonds are both Active Kids ambassadors.

WIlliams and Simmonds will help raise awareness of the scheme up to the London 2012 Olympic and Paralympic Games and beyond

Both will appear in Active Kids advertising and will also attend Active Kids events.



Justin King (pictured with Simmonds), Sainsbury’s chief executive, said: "We’re incredibly proud of what we have achieved with the help of our customers and colleagues over the past six years.

"By donating £100 million ($159 million) worth of sports equipment and experiences Sainsbury’s has been able to help thousands of organisations give children of all abilities the chance to be more active in their daily lives.

"Our goal is to leave a lasting legacy for promoting an active and healthy lifestyle for kids, especially in the lead-up to the London 2012 Paralympic Games."

Williams, the world junior 100 metres champion, said: "It’s so important that kids of all abilities are given the chance to develop their sporting talents and excel in sporting competition.

"Hopefully I can inspire people to live a more active life and perhaps find some future elite athletes."


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