The Co-operative has unveiled a sponsorship deal which will see the retailer supporting the academies of sports stars Andrew Flintoff, Lee Westwood and Paul Sculthorpe.
The agreement, which has been made via Activate Sport, will see the stars’ Cricket, Golf and Rugby League Camps co-branded by the Co-op. It also provides The Co-op with a range of benefits including places on the academies and appearances with Flintoff, Westwood and Sculthorpe.
Commenting on the deal, Co-operative Group marketing director Patrick Allen said: “We are 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 in the process.”
Activate provides sport and adventure camps for 5-18 year-olds. As part of its activities, it supports the specialist academies of Flintoff, Westwood and Sculthorpe. “All the schemes take place in communities and promote participation and inclusion for children and families,” added Allen. “So it was a natural fit with our brand values. We’ll be working hard to involve our staff and customers in the activity, integrate the sponsorships across all our businesses and promote our association to a wide audience.”
Luke Sutton, Activate Sport Director said: “The Co-operative is a superb brand for us to have as our title sponsor. They’re very proactive and we can’t wait to start working with them to raise the profile of our activities and promote healthy and fun lifestyles.” Generate Sponsorship, who secured the sponsorship, will manage the partnership.
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