Coca-Cola Great Britain has "extended its partnership" with national sports charity Street Games for three years and is "launching a rejuvenated campaign to strengthen its legacy commitment to improving youth participation with sport" beyond London Games, according to Lara O'Reilly of MARKETING WEEK. The campaign is dubbed Legacy 365 and will see Coca-Cola GB commit further financial and marketing investment to Street Games until '15 as the two organizations "look to make youth participation in sport a year-round activity rather than just a series of one-off events." The renewed activity was launched following the release of a two-year research study -- "Building a Participation Legacy" -- conducted by Brunel University and the Coca-Cola Foundation. The research found that affordable access to sport "was the vital key to delivering a genuine legacy of increased participation" from the London Olympics and Paralympics. Coca-Cola GB will now help Street Games launch four mass-participation multi-sport festivals for young people in the U.K., support an annual coaching conference and offer young people that make positive differences to their communities "exclusive access to assets from its biggest brand sponsorships" such as the World Cup and Football League. To boost awareness of the Legacy 365 initiative, Coca-Cola GB has signed up Team GB Olympic Bronze Medalist boxer Anthony Ogogo as "legacy ambassador" (MARKETING WEEK, 3/25).
