Partnership with England Lioness kicks-off ahead of FIFA Women's World Cup
Last week, Lucozade Ribena Suntory kick-started their new partnership with England Lioness Nikita Parris by celebrating the success of their partnership with Active Communities Network (ACN).
LRS’s partnership with ACN came following a wider strategic project developed in 2017, where we worked with a number of short-listed charities to co-create a programme of activity that would provide young people with opportunities to access sport and participate in physical activity in some of the UK’s most deprived communities.
The B Active programme was born out of that, and last week's event at Parliament was organised to celebrate its first year, successes to date, as well as launch a new female-focused programme in Birmingham in 2019.
In attendance were Minister for Sport Mims Davies MP and a large number of cross-party MPs, highlighting the importance of sport and exercise in both health and social development. Nikita, who grew up in Toxteth, Merseyside knows herself how important sport can be in creating opportunities for young adults, and led an interactive Q&A with two B Active volunteers, one of whom featured in Lucozade Sport’s ‘The Next Move’ documentary featuring Anthony Joshua.
We were integral in securing Nikita for the brand, identifying her saliency with objectives, and will be responsible for activating the relationship throughout the Women’s World Cup year, which includes some incredibly exciting plans – stay tuned for further updates.