Nestlé is to sponsor one of the world’s biggest youth sports development programmes for the next five years.
As part of its commitment to nutrition, health and wellness, the company is to become the main sponsor of the International Association of Athletics Federations’ (IAAF) Kids Athletics programme.
The global initiative encourages school children to participate in athletics and educates them about sport and a healthy lifestyle. It also aims to support the development of future athletes.
Encouraging healthier lifestyles
“Nestlé’s global reputation in nutrition, health and wellness will help to ensure that the central goals of Kids’ Athletics are not only met, but enhanced,” said Lamine Diack, President of the IAAF.
“The sponsorship will allow athletics to reach out to millions more kids to encourage them to take up a healthier lifestyle.”
Promoting athletics participation
Kids Athletics was created in 2005. It had reached a total of more than 1.5 million children in 100 territories by the end of 2011.
With Nestlé’s help, the IAAF will either set up new Kids Athletics programmes, or extend existing ones. It will also be able to provide additional training for athletics lecturers and coaches.
Nestlé’s support for Kids Athletics complements the company’s Healthy Kids programme.
The global initiative promotes nutrition education, a balanced diet, greater physical activity and a healthy lifestyle to children between the ages of six and 12.
It reached an estimated six million children in 60 countries in 2011.
“We are pleased to have entered into a five year sponsorship with the IAAF,” said Janet Voûte, Nestlé Vice President and Head of Public Affairs.
“Over and above supporting IAAF’s Kids’ Athletics programme, we believe that this partnership will further enhance Healthy Kids, which aims to raise nutrition, health and wellness awareness of school age children around the world,” she added.
Healthy Kids programmes are designed and implemented in collaboration with national health and education authorities, child nutrition experts, or health experts.