The campaign - ‘School Sport Matters’ - aims to address the decline of ‘physical literacy’ amongst children that is fuelling the growing obesity problem.
The deal gives Norwich Union exclusive sponsorship of the campaign, which will be launched on March 10 with a 16-page supplement followed by branded weekly articles until the end of December.
The campaign is an extension of Norwich Union’s corporate social responsibility programme to tackle childhood obesity through educating, inspiring and facilitating access to sporting opportunities. It will highlight best practice and reward schools for the best use of sporting opportunities and facilities.
The campaign website, run by the Telegraph, will also provide an interactive environment for pupils, teachers and parents.
Daren Carter, director of brand and promotions for Norwich Union, said: “We are excited about being involved in such a worthy campaign and will be assisting the Telegraph with our access to elite athletes from the GB Team who provide such fantastic role models for children across the country.
“Sport should be fun and we want to help increase participation levels in order to create a healthier nation. This will, in turn, help identify and nurture future talent to increase our potential for success at the elite level of all sports.”
