Corporate Responsibility

As the team behind UK Athletics, Aviva is supporting athletics in the UK from playground to podium, making it easier for athletes to reach their full potential and for the next generation to get active, stay healthy and learn key life skills.

Through our investment in athletics, we estimate that more than 10 million children will be involved in Aviva grassroots schemes by 2012. These schemes aim to:

• Introduce children to athletics
• Develop their athletic abilities
• Focus on fun and inclusion at all levels and abilities
• Learn vital skills such as teamwork, leadership, confidence, discipline and learning to win and lose
• Create a competitive environment designed to unearth the champions of the future

Training for over 100,000 teachers in nearly every school in the country will also be provided through Elevating Athletics. This is a curriculum resource and teacher training programme aimed at revolutionising the way athletics - the basis of all sport - is delivered in schools. On top of this, we support double Olympic gold medallist Kelly Holmes in her role.

In tandem with our sponsorship of grassroots athletics, Aviva is also sponsoring the Physical Activity categories of the Health for Kids Awards. This scheme, organised in association with the Department of Health and Department for Education and Skills 'National Healthy Schools Programme' and Sport England, aims to recognise and reward efforts to effect a change in children's attitudes and behaviours which impact on healthy living.