IAAF & Nestle sponsorship enhances global Healthy Kids Programme

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The International Association of Athletics Federations (IAAF) has agreed a five-year deal which will see Nestle become the main sponsor of its Kids’ Athletics programme.

Under the terms of the agreement, the Swiss food and nutrition giant will provide financial support for the further worldwide development of IAAF Kids’ Athletics which is one of the biggest grassroots development programmes in the world of sports. Created in 2005, the programme had reached a cumulative audience of 1.5 million children across 100 territories by the end of 2011. The Nestle sponsorship will further boost the programme allowing the IAAF to organise additional courses for lecturers and coaches and eventually to reach a larger number of children in existing or new markets.

The programme aims to make athletics the No.1 participation sport in schools, to educate children into sport in general and athletics in particular, promote a balanced and healthy lifestyle, and to attract and sustain the potential sporting stars of tomorrow. “IAAF Kids’ Athletics is one of the central pillars of the IAAF Athletics’ World Plan, our association’s strategic policy which, as we celebrate the IAAF centenary in 2012, is designed to ensure that the sport of athletics and its world governing body are fit and ready for the tasks of the next 100 years,” said IAAF president Lamine Diack.

“Our five-year sponsorship with Nestle, a company with a global reputation in nutrition, health and wellness, will help to ensure that the central goals of IAAF Kids’ Athletics are not only met but enhanced,” he said. “It will allow athletics to reach out to millions more kids to encourage them to take up a healthier lifestyle.”

Janet Voute, Nestle’s vice-president of public affairs, added: “Over and above supporting IAAF’s Kids’ Athletics, we believe that this will further enhance the Nestle Healthy Kids Programme, which aims to raise nutrition, health and wellness awareness of school age children around the world. Our programme reached an estimated six million children in 60 countries in 2011.”

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