20% of Brits don't know when or where the Olympics is happening
July 2009
Despite the next Olympics being held in the UK, it seems the Games are not on the
nation’s agenda, new research has revealed*. A shocking 1 in 5 respondents didn’t
know the next Olympics are in 2012, and almost 15% were unaware they are to be held
in London.
The recent survey of 3,000 conducted by McCain Foods, Principal Partner of UK Athletics
(UKA), revealed major knowledge gaps about athletics, with almost 60% of us don’t
know where our local athletics track is, with over ¾ unaware of our local athletics
club.
Over 65% of respondents said they wouldn’t know how to take up athletics if they
wanted to, despite running, one of the key disciplines in athletics, being the most
popular form of exercise amongst respondents at over 35%.
Working in partnership with UKA, McCain has recognised the need to make athletics
more accessible and is dedicated to growing athletics at grassroots level. Taking
hold of the domestic out of school competitive structure, the company has developed
McCain Athletics Networks. McCain Athletics Networks facilitates
the development of the sport in regional groups. By pooling resources and improving
facilities, McCain aims to make access to athletics clubs easier. Throughout summer
2009 a series of free taster sessions open to the general public will be available.
Sally Gunnell, OBE, McCain Track & Field ambassador and former Olympic gold
medallist, comments, “The nation’s lack of knowledge about a sport that means a
lot to me personally, was a shock. Athletics is such a great and varied sport, and
support from a company like McCain at grassroots level will go a long way in securing
the future of athletics by finding and developing new talent.”
McCain is running a series of free Track & Field Roadshows,
designed to drive people into the UK athletics club system. The Roadshows are free
public events that give people at all levels the opportunity to trial different
athletics disciplines in a fun and relaxed environment. Top athletes including past
and present Team GB heroes attend each Roadshow to give tips, inspire and challenge
people to get involved. Each Roadshow runs a Talent Spot initiative,
to help find and nurture the champions of tomorrow. Children who display exceptional
natural ability and aptitude for athletics will receive a one year sponsorship to
attend their local athletics club, sports kit and other prizes.
McCain is reaching out to families to further educate and inform them about athletics
in an entertaining and engaging way through a new TV series. The McCain Track
& Field Show, premiering Sunday 26th July on Channel 4 at 8.30am.
The show will inspire, educate and entertain the nation’s youth about athletics
by delving into the grassroots support networks available to aspiring athletes,
with profiles on Olympic legends and celebrities going back to school to try athletics.
Niels de Vos, UKA Chief Executive, said, "UKA is delighted with the enthusiasm
and support McCain is putting into this very important partnership. McCain is dedicated
to nurturing UK grassroots athletics talent, and generating additional awareness
and interest in athletics. McCain is a partner that shares the same vision as UKA
– that of a more active Britain.”
McCain Foods (GB) Ltd Corporate Affairs Director, Bill Bartlett, said, "As a responsible
food company, we have an important role to play in promoting a healthy balanced
lifestyle to our consumers. Our partnership with UKA is part of the McCain Foods
"It’s All Good" philosophy which aims to encourage consumers to eat healthier
foods and to lead healthier lifestyles through leading active lives.
McCain is proud to support the government Change4Life initiative by launching Athletics4Life,
which aims to help parents and children eat well and lead healthier lifestyles.
The programme will encourage consumers, who may not have considered athletics before,
to give it a try", Bartlett concluded.
McCain has a long term commitment to athletics that will have a significant impact
on the development of athletics talent in the UK, and is putting £10million into
the sport over the next five years through sponsorship and other activities
More information can be found at
www.mccaintrackandfield.co.uk or www.athleticsforlife.co.uk.
* Independent survey completed by 72 Point for McCain Foods (GB) Ltd between the dates 01.05.09 – 07.05.09 (sample size 3000)
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