19 July 2007
Olympic gold medallist Darren Campbell has today been announced as Ambassador for the Youth Sport Trust’s groundbreaking Sky Living For Sport initiative.
Now in its fourth year, the scheme, which is run in partnership with BSkyB, has involved over 500 schools and benefited over 14,000 young people across the UK.
Sky Living For Sport targets young people aged 11 to 16 who are at risk of opting out of school life, either through poor attendance or lack of confidence. Youngsters take part in diverse activities from sailing and archery through to martial arts, and have the chance to meet and learn from a team of inspirational sporting mentors, led by Darren.
Darren was revealed as the new Sky Living For Sport Ambassador when he visited Hounslow Manor Secondary school in West London today, where he got the opportunity to join in an activity session and meet some of the young people involved.
Darren was chosen to be Ambassador because he understands the challenges many of the young people involved in the initiative face.
Darren Campbell says: “As a youngster growing up in Manchester, I know how difficult it can be to stick with school and make the most of the opportunities it gives you. I had to work and train very hard for many years to earn my place on the Olympic podium. I've not always stuck to the straight and narrow and that's when my school work and Athletics suffered. It's not easy to achieve your dream but from experience I know it is worth all the hard work and dedication."
“By sharing some of my experiences with young people as the Sky Living For Sport Ambassador, I hope to help inspire them to really believe in themselves and achieve whatever they can. Taking part in sport, enjoying it and pushing yourself, even just a little, is a very powerful way to raise your confidence, self-esteem and determination to do well.”
Darren takes on the role at an important time. This year, two new strands of Sky Living For Sport are being developed, which will focus on schools and parents.
Firstly, the Youth Sport Trust will widen the impact of Sky Living For Sport amongst the remaining 3,000 UK secondary schools by giving them access to a package of resources. This will allow teachers to take the principles and ethos of Sky Living For Sport and run the initiative in their own school.
Sky Living For Sport also will be extended to parents and their children to engage them in the power of sport. Both strands will build on the excellent practice that has emerged from the initiative.
Recent research published in May 2007, conducted by the Institute of Youth Sport at Loughborough University, reveals that seven out of ten young people taking part in Sky Living For Sport show significantly improved behaviour and confidence.
Overwhelmingly, 85 per cent of teachers feel that the project has benefited their students.
Sue Campbell, Chair, Youth Sport Trust, who attended today’s event, commented: “Sport is a very powerful way of helping young people engage with learning, and the Sky Living For Sport initiative has demonstrated just how powerful it can be in helping young people achieve their potential. We are delighted that Darren has taken on the role of Ambassador and look forward to working closely with him in the coming months and years.”
Ends
Further information from Sophie Borromeo, James Webb or Karin Hobbs at the Youth Sport Trust on 020 7278 7208, mobile 07931 785 066
Notes to editors
The Youth Sport Trust is a registered charity established in 1994 to build a brighter future for young people through sport. Its mission is to support the education and development of all young people through PE and sport. www.youthsporttrust.org