MONDAY 25TH MARCH 2013, LONDON: Coca-Cola Great Britain today launched a new campaign that defined its commitment to delivering a London 2012 Olympic and Paralympic legacy of increased sport participation for young people in the UK. 

The campaign, ‘Legacy 365’ will see Coca-Cola GB extend its partnership with the national sports charity StreetGames for another three years, helping to deliver an improved sporting experience to hundreds of thousands of youngsters from disadvantaged backgrounds, improving the health and prospects of traditionally ‘hard to reach’ young people in the UK, 365 days a year. 

Legacy 365 was launched on the back of the Building a Participation Legacy report, which shows ‘what works’ in creating a sporting legacy of increased participation and will see Coca-Cola GB help StreetGames to deliver on three key points made in the report:

These are:

Affordable & Local Sport Sessions
Coca-Cola GB will support StreetGames in its delivery of affordable access to sport sessions in communities around the UK and will support the delivery of four mass-participation multi-sport festivals for the thousands of young people engaged in StreetGames projects.

Training for Coaches
Coca-Cola GB will support an annual coaching conference and a year-round programme of online and face-to-face delivered courses that will up-skill hundreds of sports coaches to deliver improved coaching services to their communities.

Incentives and Rewards
Coca-Cola GB will celebrate and reward the young people that make positive differences to their communities by offering them exclusive access to assets from their biggest brand sponsorships including The FIFA World Cup™ and The Football League and access to sport training sessions with its high profile sport ambassadors.

Coca-Cola GB also unveiled the London 2012 Olympic bronze medallist, Anthony Ogogo, as a new Legacy Ambassador for its partnership with StreetGames.

In his role Anthony will visit StreetGames projects around the country helping to inspire the young people talking part and encourage more to get involved.

Ogogo said: 

“As the new Legacy Ambassador for Coca-Cola GB and StreetGames I hope I can inspire young people everywhere to get involved in their local StreetGames project and, like I did, make sport their route to success. 

“With the opportunities that StreetGames and Coca-Cola GB offer to young people, like free sports sessions and the chance to take coaching qualifications, this partnership not only offers young people a way to stay fit and healthy but also opportunities to build a positive future for themselves and their communities that just aren’t on offer to them elsewhere.” 

Jon Woods, General Manager Coca-Cola GB and Ireland, said:

 “As an Olympic medal winning boxer, talented football player and budding high diver, Anthony is the perfect all-rounder to help inspire the young people we reach through our StreetGames partnerships. We’re greatly looking forward to having him on board.”

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Jack Mansell, M&C Saatchi Sport & Entertainment-, 07765 254 460

• Earlier this month Coca-Cola Great Britain announced the three-year renewal of its partnership with StreetGames, until 2015, as part of its commitment to help more people to be more active, more often.  Encouraging people to live more physically active lifestyles is part of the Company’s drive to take action to be part of the solution to the global problem of obesity
• Coca-Cola GB’s partnership work with StreetGames is just one of the ways the Company is delivering on the pledges it made as part of the Department of Health’s Responsibility Deal on Physical Activity.

• The charity is dedicated to developing sport with disadvantaged communities and to making sport accessible to young people regardless of their social circumstances.
• Launched in 2006, the charity runs projects in over 300 locations across England, Scotland and Wales with over 50,000 participants in 2012 with a significant proportion of participants comprising females, BME communities and young people aged 13+.
• During 2012, Sport England published a new five year strategy for the period 2012-17, which sets out an overall aim of wanting to have: “Transformed sport in England so that sport becomes a habit for life for more people and a regular choice for the majority” by 2017. StreetGames is playing its part in this strategy, targeting a distinct hard-to-reach population.
• StreetGames projects use neighbourhood parks, open spaces within housing estates, multi-use-games areas (MUGAs) and community sports halls to run sessions within the subjective neighbourhood of the target population.
• With Coca-Cola GB’s help, StreetGames hold a number of sports events and festivals throughout the year to bolster participant retention – in 2012 an annual total of 392 events were held.
• StreetGames provides significant opportunities for access to training workshops and qualifications via the StreetGames Training Academy.  This provides an important role in terms of increasing the local sporting capacity within disadvantaged areas - with over 900 new qualifications being achieved during 2012 and over 1,100 learners attending training workshops.
• StreetGames is not just about developing sport for sport’s sake; its projects play an important role in improving local communities and the lives of those people living within them.  In particular, many projects are playing an important role in helping to develop stronger and safer communities, improved health and well-being and improved community cohesion. 

For more information on how the work of StreetGames projects is helping to change communities and change lives, visit