Tesco in youth soccer initiative

Tesco is using The Media Foundry (TMF) to promote a new national football initiative that encourages UK children to be more active.

It estimates that around 35,500 boys will take part in the 'Tesco U13s Cup' – a tournament for which regional knockout games are under way across the UK.

Four winning teams from England, Scotland, Northern Ireland and Wales will eventually compete to become UK U13 champions – and lift the trophy at Bolton Wanderers' Reebok Stadium in May 2006.
TMF was brought in by sports events firm TMB, which is managing the competition. TMF is handling local press photocalls to
promote regional games, while encouraging store managers to get involved in media relations around the initiative.

TMF head of consumer Simon Crellin leads the account. Other Tesco programmes to encourage children to be more healthy include its 'Great School Run' initiative.

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