Robinsons seeks out Unsung Heroes

02 November, 2007

Robinsons is teaming up with the BBC to sponsor this year's Sports Personality of the Year.

Redesigned on-pack visuals will highlight the brand's sponsorship of the event's Unsung Hero category. Available throughout November, the

packs aim to drive consumers to bbc.co.uk/sportsunsunghero, where they can nominate

individuals from their community.

The sponsorship will be supported by in-store POS and a programme of PR activity in each of the 15 BBC regions.

Robinsons will award

£2,500

to each of the regional winners.

Jonathan Lee, Robinsons sponsorship and programmes manager, said: "The BBC Sports Unsung Hero award recognises and rewards the enormous effort and commitment that individuals contribute to local

sport. We're delighted to be the sponsor of this award and feel that it's a perfect fit for the Robinsons brand."

The event will be broadcast live on BBC1 from the NEC in Birmingham on Dec 9.




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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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