Charity scores Coke partnership tie-up

29 October, 2010

Coca-Cola GB has signed a three-year partnership with Street Games, a charity to help young people in disadvantaged communities participate in sport.

The backing will help the charity expand its network of projects, fund a programme of 300 neighbourhood festivals and help launch an academy to train 6,000 sports coaches.

“By drawing on the appeal of the Olympic games and the popularity of our many brands, our ambition is to encourage positive behaviour change among a traditionally hard-to-reach audience,” said Jon Woods, country manager at Coca-Cola GB.

Coca-Cola has produced a cookbook featuring recipes from chef Tom Aikens, Blur’s Alex James, Celebrity Masterchef 2008 Liz McClarnon and food blogger Julia Parsons. When You Entertain is available exclusively from Harvey Nichols as part of a hamper containing recipe ingredients and bottles of Coke.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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