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Opportunities Opportunities Opportunities
(UK) England's overall participation rate for young people in sport and physical activity is 21%, compared with 52% in Finland, 45% in Australia and 38% in Canada. The rate has been static over the last 10 years, while the other nations have increased participation.
Now with the impending 2012 London Olympics Sport England has revealed it's strategy to improve the rate of young people's involvement—extreme sports.
Sport England believes increased access to skateboarding, BMX stunt biking, rock climbing and wake boarding, could improve fitness across the country and help create tomorrow's sporting champions.
Roger Draper, chief executive of Sport England, said: 'Participation in these sports has doubled over the last three years. What kids want is danger in a safe environment. Not everyone wants to play netball, football or cricket. We still want England to win the World Cup, beat Australia at cricket and win lots of medals at the Olympics, but to get the nation fit and healthy,we have to have many different ways of doing that.'
This announcement is a HUGE OPPORTUNITY for any extreme sports clothes / equipment brands. By developing cause related marketing campaigns which align the above strategies you will ensure a high-profile differentiator for your brand plus assist in the aims and objectives of your public sector partner.
Filed by DK on August 30 2005
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