LV= joins forces with Matt Perry and Mike Gatting for LV= SOS Kit Aid

LV= has teamed up with former England rugby star Matt Perry and cricket legend Mike Gatting OBE to unveil its groundbreaking new kit recycling initiative at The Stewart Hedlam School in Bethnal Green, East London.

For the first time, families, schools and clubs will be able to give their unwanted rugby and cricket kit which will be donated to disadvantaged young people in the UK and overseas. With lack of access to equipment cited as one of the greatest barriers to children participating in sport, LV= SOS Kit Aid has set an ambitious goal of providing young people of all abilities and backgrounds with over 20,000kgs of rugby and cricket kit before the end of the year.

To mark the new partnership, Matt Perry and Mike Gatting OBE were joined by former England cricket captain Allan Lamb and Welsh rugby legend Graham Price MBE to hold a series of rugby and cricket training sessions with children from The Stewart Hedlam School and then handed over sports kit donated to LV= SOS Kit Aid for the school.

LV= SOS Kit Aid will be hosting a series of regional Kit Aid days in 2011. The regional days will be the precursor to a major national Kit Aid day later this year. Incorporating its sponsorships of the LV= County Cricket Championship and Anglo Welsh Rugby Cup, LV= will involve its staff in the donation, collection and sorting of all unwanted and unused rugby and cricket kit.

Former Bath and England rugby star, Matt Perry said: “It’s shocking to think that so many children don’t have access to sport which makes the work of LV= SOS Kit Aid so important. You can’t put a value on putting a smile on a kid’s face and in my experience sport is one of the best ways of doing that.”

David Smith, LV= HR and communications director added: “The work of the LV= SOS Kit Aid programme is vital in opening up sport to children from all backgrounds while also saving tonnes of unwanted sportswear from going to waste. We are a proud supporter of rugby and cricket in the UK and hope that this programme will encourage the next generation of talent into the sport.”

SOS Kit Aid, previously known as SOS IRB Kit Aid, has distributed over £2m worth of rugby kit overseas, with the support of the International Rugby Board, since 2001. LV= has also signed up as the official sponsor and the initiative will be extended to cricket kit with the support of recreational cricket’s official charity, The Lord’s Taverners and endorsement by the England and Wales Cricket Board. For the first time, the two sports will work together to deliver the scheme which also promotes the importance of driving a sustainable environment.

About LV=:
LV= is a registered trademark of Liverpool Victoria Friendly Society Limited (LVFS) and a trading style of the Liverpool Victoria group of companies.

As the UK’s largest friendly society it is here to help customers make the best choices when it comes to their money. With a range of car insurance, home insurance and travel insurance products that are both good value and award-winning, LV= bound to have something to interest everyone.

Notes to Editors:
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