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leisure opportunities ukactive explains Coca Cola tie-up
Following news of a physical activity push in collaboration with Coca Cola, ukactive CEO David Stalker has outlined what drove the health and wellbeing advocate to team up with the world’s largest pro- ducer of fizzy drinks. The Coca Cola Zero
ParkLives initiative will start at the end of May – designed to offer free activities that promote physical activity – across 70 parks in Newcastle, Birmingham and Newham, London, with plans to expand it to more cities nationwide between now and 2020. Activities on offer will range from hula-hooping to table tennis and tai chi. Coca Cola Great Britain has pledged to invest £20m in physical activity programmes over the next six years, as it bids “to help get one mil- lion people active by 2020.” ukactive will lead the monitoring and evaluation of the project, with a presence on the oversight committee. The new initiative has been met with a
mixed response from the health and wellbeing community, with some sections welcoming the investment, while Dr Aseem Malhotra, from campaign group Action on Sugar, branded the
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Stalker wrote an article titled Awkward marriage or golden opportunity?
new project “a really disingenuous stunt.” Explaining the decision to work with Coca
Cola GB, Stalker said in a blog post that it was natural to question the tie up at face value. But, he added, the opportunity to help deliver a free nationwide physical activity initiative was in line with ukactive’s mis- sion statement to get “more people, more active, more often,” adding that achieving this “requires partnerships with brands that have the profile to reach consumers at scale.” Details:
http://lei.sr?a=Y6z6F
TfL eyes £37.5m for ‘Boris Bike’ sponsor
Companies hoping to see their brand become the new sponsor of London’s cycle hire scheme will be expected to pay Transport for London (TfL) at least £37.5m for the privilege. Barclays’ five-year tenure as sponsors of the
scheme – referred to by Londoners as ‘Boris Bikes’ aſter the city’s cycling mayor – comes to an end in July 2015 and TfL is seeking £5.5m or more annually over seven years from a potential successor. Te new sponsor will be buying the right
to name the scheme and change the colour and branding on more than 10,000 bikes used for short journeys in the capital. Te spon- sor’s brand would also go on vehicles, docking points, pay terminals and staff uniforms for the scheme, which has so far notched up over 30 million journeys. Cycling is seen as integral to increasing physical activity levels, with £100m
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‘Boris bikes’ have notched up 30 million journeys so far
being spent on new schemes to boost partici- pation in outer London boroughs. “Tis is a unique opportunity for a commer-
cial partner to put their stamp on a mode of London transport that is as recognisable as our iconic black cabs and red buses,” said mayor Boris Johnson. Details:
http://lei.sr?a=j3u6C
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Twitter: @leisureopps © CYBERTREK 2014
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