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Copyright 2013
Tata Steel Europe Limited
Tata Steel
Corporate Communications & Public Affairs
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the Netherlands
Tata Steel Europe Limited is registered in England under number 0595756 with registered office at
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CPA:400:UK:10/2013
Everyone wins with
tata kids of steel
This is the story of Tata Kids of SteelTM.
Officially, it outlines Tata Steel’s
six-year long sponsorship of a minitriathlon series.
In reality, it is the tale of many
thousands of young people who have
had their first taste of an enjoyable
sport, finishing their races with tired
feet, happy faces and the shining joy
of achievement.
Of schools and colleges who delight
in participating in a new sport.
Of employees and supporters who
had the satisfaction and rewards of
giving up their time to help young
people and their community.
Of disabled athletes who have been
able to take their sport to the highest
level.
And of a company, which has been
able to improve its engagement with
its communities.
Kids and triathlon?
Seriously?
“You can
have a
go at a
Triathlon!”
That’s been the exciting message that Tata Kids
of Steel has sent out to children in the past six
years. And over 60,000 children have had the
chance to take part in Tata Kids of Steel triathlon
– and join in a young, growing and dynamic
sport.
“It was a pleasure to see so
many happy children taking
part at our event at the
Workington Leisure Centre.
Triathlon is a growing sport
so it was great to see the
youngsters encouraging
each other and enjoying
being active at our Tata Kids
of Steel event”
Chris Bennett,
Senior Operations Manager, Workington
What is triathlon?
Triathlon is made up of swimming, cycling and
running. It is one of the world’s fastest-growing
sports, making its debut in the Olympics as
recently as 2000.
Tata Steel became a corporate sponsor of the
British Triathlon Federation in 2007 and we have
been supportive of the growth and development
of triathlon in the UK since then. Great Britain
now has more world and Olympic triathlon
champions than any other nation. We’ve also
been active in the development and recognition
of paratriathlon as a paralympic sport.
Why sponsor?
In 2007, British Triathlon Federation was a small,
ambitious organisation, that had set its sights
on growing the sport and winning gold in the
London 2012 Olympic Games.
Tata Steel, a new brand since
2010, shared that same ambition
to grow and develop its talents.
We saw the collaboration with
British Triathlon Federation as
the perfect partnership, through
which both organisations could progress
together.
Embedded in the fundamental values of Tata
Group and Tata Steel is the firm commitment
that the community is the very purpose of the
company’s existence. Right from the start, a
significant part of the sponsorship was aimed at
developing grassroots support for sports within
our local communities.
Tata Kids of Steel™
The Tata Kids of Steel mini-triathlon series gives
children aged eight to thirteen a chance to take
part, within a fun and safe environment. Working
closely with schools in the local community
– often near our own manufacturing and
distribution sites – we have developed events
that provide many children with a first taste of
these three sporting disciplines.
With Tata Kids of Steel, every child is a winner.
They all go home with a medal, a goody bag and
– most importantly – a big smile on their face
and massive sense of achievement.
“It’s a magical day for the children.
It’s really important for me that
triathlon is showcased to young
children as it’s a difficult sport for
schools to organise, so Tata Kids of
Steel is unique and a real pleasure
to help out with”
Caroline Bannister,
local triathlon club member, Bristol
World’s biggest children’s
triathlon series…
Some facts
• Since the series launched in 2007, nearly
60,000 children from over 1,000 schools have
taken part in a Tata Kids of Steel event.
•
In 2012, to celebrate the London 2012
Olympics, it became the biggest children’s
triathlon series in the world, with 24 Tata Kids
of Steel events across the UK.
• In 2013 Tata Kids of Steel will be celebrating its
100th event with a special mini-Tata Kids of
Steel at the Houses of Parliament in London.
“I’ve been to this event in Teesside
for several years now and there’s
nothing better than seeing so many
smiling faces as they make their
way around the course. Overall
there’s a fantastic atmosphere and
a great sense of achievement for all
the kids”
Dave Nicol,
Manufacturing Director, Mills at Tata Steel
Me too!
The children have a fantastic day – and so do
our employees! With up to 50 volunteers needed
to ensure the safe and smooth running of each
event, hundreds of our employees have enjoyed
giving encouragement and support to the
children.
The events are so popular that many employees
sign up a year in advance to volunteer again.
They want to be involved and be supportive to
our communities.
“Thanks so much for today. A really
brilliant event, so well organised
with great happy volunteers too. We
all had a great time”
Caroline Hattee, Ketton Primary School
“Please thank your volunteers once
again for all their help. The guys
and girls on the bike transition were
brilliant with the kids and worked so
hard. They are a credit to Tata Steel”
Carol MacDonald,
Regional Development Manager, Triathlon England
“What a great event at Shotton,
well deserving of this year’s record
numbers of children. A big thank you
from me and the Executive team in
Tata Steel to all the volunteers that
make this event happen”
Helen Matheson,
Director Legal & Company Secretary, Tata Steel
Publicity and
recognition
Tata Kids of Steel is now a renowned annual
event, with support from local dignitaries,
schools, teachers and parents. The events also
achieved wide media attention. In 2013 there
were at least 12 instances of broadcast press and
more than 70 pieces of print coverage!
We also see growing active
social media participation
via Facebook and Twitter.
“The Tata Kids of
Steel Triathlon event
is a great way to
get the children off
the computer and
out into the open
participating in
sport. It is a great
event that has
become part of
the fabric of Corby
and long may it
continue”
Councillor Judy Caine,
Mayor of Corby
Inclusive
“It was amazing to see the spirit in the children
pushing themselves to do their very best. Also
there were a few times in the day that I was
incredibly touched by groups of children really
supporting and encouraging someone who was
struggling – inspirational stuff!”
Tata Steel employee volunteer
Tata Kids of Steel has given thousands of
children the chance to find out how great it feels
to actively participate in a sport. The events are
non-competitive, free of charge and inclusive,
regardless of ability or disability.
Jack Garner, who is visually impaired, first experienced triathlon
at the Tata Kids of Steel event at Scunthorpe in 2008. Jack was so
inspired by this opportunity that within three years he competed
and medaled for the Great Britain Paratriathlon team in Hyde Park.
Growing
“It was a delight to attend the Tata Kids of Steel
event in Scunthorpe – watching over 800
children get involved in the sport was a pleasure”
At least two local triathlon clubs – Scunthorpe
and Corby – have formed junior sections directly
as a result of the success of Tata Kids of Steel
events.
Lauren Steadman, Great Britain Paratriathlon team
Junior divisions of other local triathlon clubs, for
example in Bristol and London, are growing fast.
“It’s exciting to see the work of British Triathlon
Foundation and Tata Steel encouraging a new
wave of participation at grassroots level through
these events as well as showcasing how fun
triathlon is as a sport”
Vicky Holland, Team GB member, London 2012
Future
The legacy of Tata Kids of Steel has only just
begun. This winning formula of organising
inclusive kids sports events has received wide
support from within our communities, as well
as from our employees.
We’re looking to expand theTata Kids of Steel
brand across the UK and the rest of Europe so
that more children get the chance to share the
joy and sense of achievement sport can offer.
“The Tata Kids of Steel series
is showcasing the sport to an
increasing number of youngsters
for the very first time. We hope
they can be inspired to develop
a real interest in the sport”
2012 Olympic Gold medallist Alistair Brownlee
(middle) and 2012 Olympic Bronze medallist
Jonathan Brownlee amidst Tata Kids of Steel
“Tata Kids of Steel is a very powerful
initiative that brings out the inner
champion of the young people in
our communities. It also engages
with the Tata Steel employees,
who take great pride in helping to
organise the events locally”
Rachel Lawrence ,
Sponsorship & Donation Manager for Tata Steel
“Many of our employees volunteer
at the events, helping us to develop
long-term partnerships with our
communities”
Sytske Seyffert,
Director Corporate Communications & Public Affairs