French Judo Federation Partners With Disney France To Get Kids Active

The French Judo Federation (FFJudo) and The Walt Disney Company France have become partners “to encourage children to participate in athletic activities,” according to Manon Barbay of SPORTS MARKETING. Through the partnership the two parties “hope to convey a message that promotes a healthy lifestyle and encourages clubs affiliated with FFJudo to participate in the ‘Disney Challenge.’” Disney will use its resources and illustrators to give clubs educational content to “inspire children to participate.” The moral code of judo has been “redesigned to make it more accessible to children.” The values advocated by judo “correspond to those that Disney hopes to convey as a message: respect and sharing.” Disney will support the federation by organizing the “Disney Challenge,” an event to take place at the end of the school year for young judokas to “demonstrate their progression to family and other clubs” (SPORTS MARKETING, 11/28).