Marshes advert brings in £30k for aspiring young sportspeople
Hackney Council has approved an advert from Adidas which will cover one side of the Hackney Marshes Centre for four weeks. Cllr Jonathan McShane explans why.
“Hackney Council has a long and successful history in providing sporting opportunities to the borough’s young people. As such, when we were approached by Adidas to use the Hackney Marshes Centre for a four-week advertising campaign in exchange for a significant sum of money we felt it was a great opportunity to continue supporting our future sporting talent. “As a result of this deal we have been able to inject an extra £30,000 into the Youth Sport Fund, which benefits young sportspeople directly by paying for things like travel, equipment or coaching. Adidas is also running associated initiatives to support sport on the Marshes, including giving free football boots to Hackney youth teams. “At a time of severe government funding cuts – which has so far seen Hackney’s budget reduced by about £100 million and many councils cut services – it’s crucial we make the most of opportunities to generate revenue to help us keep supporting our residents. The benefits of this extra money for Hackney’s young people will be felt long after this advert is taken down.
The Youth Sports Fund supports aspiring young sportspeople by assisting them with their development and training needs. Individuals can receive one grant a year, ranging from £50 and £500. It also funds the annual Hackney Sports Awards and a coaching bursary.
The Adidas advert was subject to standard planning procedure in relation to advertising consent and fully approved.