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British Swimming has today (Tuesday 30th June) received a boost as Kellogg's announced a further £3million investment in the sport over three years, supporting a grassroots to gold medals programme of swimming.

The renewal of the sponsorship deal – which continues the brand's 25 year support of the sport – comes ahead of the World Swimming Championships in Rome next month where Kellogg's will be the official breakfast of British Swimming.

In the run up to the London 2012 Olympics, four of Britain's top aquatic stars will be sponsored by Kellogg's in their quest for success in the pool including 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 sponsorship will help fund invaluable coaching and training to keep the athletes at the top level. They will also act as mentors for 12 rising stars by offering advice and support as they rise through the ranks of British aquatics.

Aside from developing Britain's elite prospects, the new partnership will provide support for swimming at a local level through the Kellogg's Swim Active initiative. Swim Active aims to increase accessibility and support for swimming in the hardest to reach communities and projects will include closed sessions for children with weight issues, single-sexed sessions for Sikh women, special family sessions and provision of transport in rural areas. The initiatives will run in partnership with the three Home Country Associations of the ASA, Swim Wales and Scottish Swimming and will work alongside the government's free swim programme.

A significant element of the sponsorship will continue to encourage children and adults across the UK to learn core swimming skills through the Kellogg's ASA Award Scheme – the most successful awards programme in British sport which has so far helped two million children learn to swim.

Bruce Learner, Corporate Responsibility Manager from Kellogg's said:

"Over the years we have seen thousands of lives changed by swimming projects that have made swimming fun again! Our new investment will help the sport go from strength to strength by benefitting swimmers of all ages and abilities as well as encouraging non-swimmers to take the plunge. Swimming is still the UK's number one participation activity – and we hope our £3m investment means that will be case for years to come."

David Sparkes, the Chief Executive of British Swimming and the ASA, said: "We are absolutely delighted to be continuing our very successful partnership with Kellogg's. 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. The terrific on-going support from Kellogg's will help us to be able to realise our aim of getting more people swimming, more often and having more fun."

(Source: epolitix.com)