Norwich Union has formed a unique partnership with the BBC to sponsor a new sports talent event called ‘Born to Win’ that will be broadcast on the BBC this autumn.
Norwich Union has formed a unique partnership with the BBC to sponsor a new sports talent event called ‘Born to Win’ that will be broadcast on the BBC this autumn. Aimed at finding Britain’s most promising 16-18 year old amateur sportspeople, the event will test all contestants to the limit of their physical and psychological abilities to see if they have what it takes to make it as a top athlete.
Born to Win will differ considerably from other talent-finding shows as it is focusing purely on the future of British sport. No organisation will derive commercial benefit from the winners, and the prize for each boy and girl winner will be a tailor made bursary, designed to give them the opportunity to realise their sporting potential.
Competitors will have to succeed at a variety of stages that include psychometric and mental aptitude tests, and physical and psychological competitions – each devised by the UK’s leading sports scientists. Regional testing centres administered by sports development officers and PE teachers will determine those who will make it to Loughborough for a gruelling weekend in front of a panel of experts. These will then be whittled down to the 16 finalists who will be put through their paces in St Anton in Austria to determine the ultimate winners.
Norwich Union is the principal sponsor of UK Athletics and devotes 20% of its sponsorship fee to the development of grassroots athletics. As athletics is the basis for all sports, Norwich Union is the natural partner for such an event.
It is hoped that all those who make it to Loughborough will also try to achieve their full sporting potential. Norwich Union is looking to provide them all with opportunities in athletics and the BBC has already made a commitment to track their progress.
The BBC will be undertaking a mass recruitment campaign for the series, attracting not only those who already excel at a particular sport, but also those who have not been given the chance to excel – either through lack of facilities or opportunities, or through a lack of incentive. With this in mind, an extensive and innovative advertising campaign will target those teenagers.
David Czerwinski, head of sponsorship for Norwich Union, comments: “Our support of athletics from grassroots to elite level makes this association with the BBC a natural extension of our commitment to the sport and its development. We are really excited about being involved in this project which will be visually stunning and I’m sure a tremendous success.”
Peter Salmon, director of BBC Sport, adds: “Consistent home- grown sporting success is something the British public has been demanding for many years. We’re hoping that this new approach to attract sporting talent will help encourage more youngsters to consider sport as a serious career and help take Britain back to the pinnacle of sporting achievement. With Norwich Union’s support, we are anticipating that this will become one of the ‘must-watch’ series of 2003.”
The deal between Norwich Union and the BBC was negotiated for an undisclosed fee by Total Sponsorship, Norwich Union’s sponsorship consultancy and part of global communications specialist Mediaedge:cia.
16-18 year olds can enter by visiting www.bbc.co.uk/borntowin
For further media information, call Stuart Wareman at Total Sponsorship on tel:020 7803 2306 (07733 010 799)/e-mail: stuart@totalsponsorship.com
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