Secretary of state praises Sainsbury’s Active Kids donation of £100 million to school sports

Secretary of state praises Sainsbury’s Active Kids donation of £100 million to school sports

  • Biggest donation ever of its kind into schools and youth organisations by a retailer
  • Active Kids scheme acts as a key resource for over 45,000 organisations
  • Junior British record holder and sprinting sensation Jodie Williams joins Ellie Simmonds as Active Kids ambassador

Since 2005, Sainsbury's Active Kids scheme has donated over £100 million worth of sports equipment and experiences to schools, nurseries, scout and guide groups as well as Clubmark accredited sports clubs up and down the country. This marks the biggest donation ever of its kind to schools and other youth organisations by a retailer.

Over 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% now taking part in three hours of physical education and school sport in 2009/10, an increase of 5% on 2008/09.*

Sainsbury's today also announces that junior British record holder and sprinting sensation Jodie Williams joins Paralympic swimming champion Ellie Simmonds as ambassador for the Active Kids scheme. Jodie and Ellie 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.

Sainsbury's CEO Justin King, Secretary of State for Culture, Olympics, Media and Sport Rt. Hon. Jeremy Hunt MP, Jodie Williams and Ellie Simmonds celebrated the £100 million Active Kids milestone on Monday morning (4 October 2010) at Sainsbury's Birmingham Colmore Row Local store with children and teachers from Bourneville Junior School.

Justin King, Sainsbury's CEO, 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 worth of sports equipment and experiences through our Active Kids programme, 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.

"No other business does more for the well-being and health of children in the UK than Sainsbury's. 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."

Secretary of State for Culture, Olympics, Media and Sport Rt. Hon. Jeremy Hunt MP, 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. Through the Active Kids scheme Sainsbury's plays an invaluable role in supporting local schools, charities and community groups across the country."

Jodie Williams, junior British record holder and Olympic hopeful, said
: "It's so important that kids of all abilities are given the chance to develop their sporting talents and excel in sporting competition. I'm excited to support Active Kids and hopefully I can inspire people to live a more active life and perhaps find some future elite athletes."

Joanne Sweeney, Year 5 Class Teacher and PE Coordinator at Bourneville Junior School, said
: "The Active Kids equipment we have received this year has allowed us to extend our Netball Club across two year groups and we're now able to offer many lunchtime activities. As we are a large school, we now have even more resources to help deliver our PE curriculum more effectively."

Over 45,000 organisations benefit from everything Sainsbury's Active Kids has to offer - from skipping ropes to spatulas, gym kits to golf clubs and even fridges to footballs. Active Kids has grown in size and reach over the years and has established itself as a key resource to schools, groups and clubs across the UK. This year alone there have been over 5,000 new registrations (up 6% on last year) and overall, close to 400 million vouchers have been issued (up 11.5% on last year).

Notes to editors

* Department for Education School Sport Survey http://www.dcsf.gov.uk/rsgateway/DB/STR/d000957/OSR22-2010.pdf

  • The Sainsbury's Active Kids scheme was launched in February 2005, in response to growing concerns around children's activity and obesity levels.
  • Active Kids is based on a system of vouchers that nurseries, schools and Scout, Guide groups and Clubmark accredited clubs can exchange for a variety of sports and activity equipment and experiences.
  • Customers are given one Active Kid voucher for every £10 spent in store. In our Local stores customers receive 1 Active Kids voucher for every £5 spent in store.
  • Learn more www.sainsburys.co.uk/activekids

Geographic breakdown of Active Kids donations (figures based on redemptions received up until 20 August 2010)
£25,239,825      South East
£14,443,856      London
£13,343,165      Eastern England
£10,902,996      South West
£9,284,230        West Midlands
£6,923,375        East Midlands
£6,301,469        North West
£5,880,452        Yorkshire & the Humber
£2,709,896        North East
£2,370,849        Scotland & Scottish Island
£2,179,692        Wales
£1,110,929        Northern Ireland

Since Active Kids began in 2005 a huge amount of equipment has been donated. The top 10 products over the last five years are (figures based on redemptions received up until 20 August 2010)
141,739 Rainbow Skipping Ropes
71,143 Foam Javelins
70,806 Tetra Bean Bags
69,856 Davies School Stopwatches
56,077 Coloured Skipping Ropes
43,861 Stampabouts
37,810 Mitre Tactic Footballs
35,605 Coloured Tennis Balls
34,288 Softee Rounders Balls
32,563 DSX Buckets of 36 Tennis Balls

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About the article

  • Posted on: 05 October 2010
  • Type of article: Press release

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