British Swimming Signs UP&GO As Official Breakfast Sponsor

British Swimming has signed a three-year deal with UP&GO, which becomes its Official Breakfast Partner.

British Swimming, the national governing body for aquatics in the UK, oversees Swimming, Para-Swimming, Diving, Artistic Swimming and Water Polo. Responsible for the five sports at an elite level, British Swimming sends representative teams to major international championships, implementing performance programmes to help deliver medal winning performances at junior and senior level.

The organisation also delivers a number of major events every year, ranging from national championships to major showcase international meets such as the World Para-Swimming Championships, which will take place on Queen Elizabeth Olympic Park in September.

Fast growing breakfast drink brand UP&GO is a core brand of Life Health Foods which launched in the UK in 2015. 

An important element of the partnership will involve working closely with Becky Adlington’s SwimStars; a national learn to swim programme designed for all children aged 3-11. The programme teaches children to become competent, confident swimmers who could then make the transition to a swimming club or simply enjoy being active in the water. At present 12,000 children are involved in the programme each week and the plan is to expand this figure over the next three years with the support of UP&GO.

Of the partnership British Swimming Chief Executive, Jack Buckner, said: “We are absolutely delighted to have signed a partnership with UP&GO, whose values align closely with those of British Swimming. Aquatics sports are notorious for their early starts, with training sessions often taking place before most people are even out of bed.”

The deal was brokered by PHAR on behalf of their client UP&GO. Marcus Wight, CEO, PHAR, commented on the deal: “It is the perfect example of what PHAR is about, creating a long term partnership that allows our client to tell their story with interesting content and using a range of digital platforms to provide the reach. It is a partnership that will benefit all parties as UP&GO spreads the message about the benefits of swimming to a wider audience.”