Sports Clubs go Sugar Smart with Jamie and Sustain!

Sports Clubs go Sugar Smart with Jamie and Sustain!

Jamie Oliver Food Foundation and Sustain have launched a new campaign calling on local organisations, clubs and businesses to reduce the amount of sugar we consume.

Sports and leisure is a key sector for the SUGAR SMART campaign given the complimentary role of physical exercise and diet for a healthier lifestyle. Sports clubs are already taking a central role in the local campaigns, spearheading efforts to lower sugar consumption and raise awareness in the community.

When the London Borough of Lewisham launched their SUGAR SMART campaign in October 2016, Millwall Football Club was among the first organisations to get on board. Millwall became the first club in the English Football League to tax soft sugary drinks sold at its ground. Funds raised through the levy are donated to the Millwall Community Trust to develop physical activity programmes for children in Lewisham.

A similar approach was adopted by the Sussex County Cricket Club. The Club introduced a levy on sugary drinks sold at its ground to fund a primary school project run by the Sussex Cricket Foundation to help kids get fit. This initiative was part of the Brighton and Hove SUGAR SMART city initiative.

Bristol launched its SUGAR SMART campaign over a weekend of sport in January 2017 at the Ashton Gate Stadium as Bristol Rugby played Bath and Bristol City played Cardiff. Local organisations are leading by example and playing their part. The Bristol Sport Foundation is helping raise awareness of sugar content at Ashton Gate Stadium’s concessions alongside its community school programmes.

Take the first step and register now at

This web platform is a central hub for organisations who want to reduce sugar consumption in their communities. Registration gives you access to a private area on the website where you can register what action you are taking and download assets such as campaign logo and posters.

The SUGAR SMART team need your help to stop the sugar crisis, so log in now and join a growing community of cities and local areas going SUGAR SMART.

For more information contact:

Michael Viggars

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