Kellogg's took to the water in Manchester today to announce that it is continuing its 25 year support of swimming in the UK with a £3m sponsorship package over the next three years.
The cereal producer outlined the details of the deal at the Manchester Aquatic Centre.
Patten: part of Team Kellogg's
At the heart of the agreement is financial support for four of the country's leading aquatic athletes, namely Manchester-based Olympic medallist Cassie Patten, FINA World Diving Series Gold medallist Nick Robinson Baker, Paralympic gold medallist and world record holder Sam Hynd and Olympic synchronised swimmer Olivia Allison.
The four will now be known as Team Kellogg's and receive support ahead of the London 2012 Olympics.
In turn they will act as mentors for younger athletes coming through the ranks across various pool disciplines.
Kellogg's also took the opportunity to confirm that it will continue its Swim Active initiative.
This campaigns to increase accessibility and support for swimming in hard to reach communities. Projects within this framework are set to include closed sessions for children with weight issues, single-sexed sessions for Sikh women, special family sessions and provision of transport in rural areas.
David Sparkes, the chief executive of British Swimming and the ASA, said he was delighted to see Kellogg's continuing its support, adding: “They have played an important part in our sport for many years, working with us to encourage, develop and reward swimmers of all ages and backgrounds.
"The pioneering work of the Swim Active initiative has helped us to bring our great sport of swimming to many that would not have had the chance to try and enjoy the water otherwise.”
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