The active involvement of children in sport is an attractive factor for many businesses in the retail and food sectors, as is evidenced by the conclusion of one major project and the closing date for another this week.
The Kellogg’s GAA Cúl Camps reported 82,000 children having participated across the country, a six per cent increase on numbers from 2011. This took place across 1,000 clubs with the highest numbers participating in GAA strongholds like Dublin, Cork, Galway, Limerick and Kildare.  There was also a huge surge elsewhere with numbers up by 41% in Meath, 34% in Westmeath, 21% in Mayo, 20% in Longford and eight per cent in Donegal.
“This was our first year on board as the new sponsor of the camps and to see a six per cent increase in numbers, in year one, is fantastic,” said Aideen Murphy, Senior Brand Manager for Kellogg’s.”
“We know that the Kellogg’s GAA Cúl Camps are excellent value for families and almost a quarter of families who took part in the camps this year availed of our €5 on-pack discount when booking their places.”
Today is the closing date for the Lidl Fit Factor promotion aimed at teachers of 3rd and 4th class at National school level.
Teachers can sign up to receive a free teacher’s toolkit, containing easy to follow lesson plans, promoting healthy eating and lifestyle.
Olympic boxer Michael Conlon is an ambassador for the programme. “Being healthy has been part of my life since I was just 7 years old and I think that the Lidl Fit Factor is a great, fun way to introduce kids to the advantages of good food and physical activity early in their lives. If good habits are there from the start, it is something that stands to them later in life.”
Lidl sponsors the Ulster Grand Prix in motorcycle racing and has also supported local events including triathlons and awards across Britain and Europe.  As with any major company it needs to be a compelling proposition to get them involved with sport but at least as a starting point they have shown willing to look at sport as a marketing medium.
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