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Leicestershire County Cricket Club receive £50,000 Sportsmatch grant thanks to CRAVENDALE® fresh milk

Press Release   •   Jul 29, 2004 12:05 BST

CRAVENDALE® fresh milk and Leicestershire County Cricket Club hope to discover tomorrow’s cricket superstars as they invite every child in the county to take part in a bespoke cricket development programme, thanks to a £50,000 grant from Sportsmatch.

The club’s three year sponsorship deal with CRAVENDALE® fresh milk allowed them to apply for the grant and the grass roots community cricket programme kicks off in October. 

All primary and secondary schools in Leicestershire are being encouraged to take part in the programme which meets National Curriculum requirements, and an invitation to get involved is being sent out to school heads from the club in September.

Brian Beattie, brand manager for CRAVENDALE® said: “We are delighted that CRAVENDALE’S® sponsorship of the club enabled it to secure the Sportmatch funding and I hope that every school in the county takes up the opportunity to participate in this programme and introduce as many children as possible to the game of cricket.”

Former West Indian fast bowler and recent signing to the club, Ottis Gibson, will head up the programme. Ottis has a level four coaching qualification from the England and Wales Cricket Board (ECB), only one of 30 people in the world with this qualification. 

“This is a tremendous opportunity for me to utilise my coaching qualification as this is probably the most comprehensive initiative in the UK due, to our links with Leicestershire and Rutland Cricket Board and the city and county councils. 

“I’m really looking forward to developing the cricket skills of the kids and their interest in the sport,” said Otis.

Each participating primary school will have three visits from Otis and his team and a Kwik Cricket tournament will also be running alongside the coaching for primary schools. The finalists will play for the CRAVENDALE® Cup before the start of the last national league game of the season in June 2005 at the club’s Grace Road ground.

At secondary school level, pupils are being encouraged to take advantage of out-of-school coaching sessions every weekday from 4–6pm at selected indoor facilities around the county, from October until April.

The initiative does not just extend to children, coaching seminars for teachers and interested parents will also be running with the opportunity to qualify as a Level 1 coach.

“From the sport’s point of view, the England and Wales Cricket Board believes that every child should have the opportunity to play cricket. This initiative will enable to Leicestershire County Cricket Club and CRAVENDALE® fresh milk to make this vision a reality, in addition to building links with the local community and promoting awareness of the benefits of exercise, healthy foods and healthy living,” said Sandra Smith, Sportsmatch manager who presented the club with the grant.

Every child who participates will receive a complimentary family ticket to a match at the club’s ground so that they can enjoy watching, as well as playing the sport.

Arla Foods UK plc is home to some of the UK’s leading dairy brands including Cravendale, Lurpak and Anchor. Processing approximately two billion litres of milk a year Arla continues to be one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top seven retailers.

Over 2,500 daily deliveries are made directly to stores nationwide and Arla brands can be found across the dairy category. As well as the leader of the butter, spreads and margarine sector, and a major supplier of other added value products including flavoured milk and cheese, Arla continues to build working relationships with Arla Foods Milk Partnership, a unique group of dairy farmers, which supplies around 90 per cent of Arla's total milk requirements.

Behind this leading business is a team of circa 2,800 people across the UK located at our dairies, distribution centres and head office.