Everyone wins with tata kids of steel

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1 While care has been take to ensure that the information contained in this publication is accurate, neither Tata Steel Europe Limited, nor its subsidiaries, accept responsibility or liability for errors or for information which is found to be misleading. Copyright 2013 Tata Steel Europe Limited Tata Steel Corporate Communications & Public Affairs PO Box CA IJmuiden the Netherlands Tata Steel Europe Limited is registered in England under number with registered office at 30 Millbank, London, SW1P 4WY CPA:400:UK:10/2013 Everyone wins with tata kids of steel

2 This is the story of Tata Kids of Steel TM. 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.

3 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

4 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 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.

5 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.

6 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

7 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

8 Me too! 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 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. 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

9 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

10 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 Jack was so inspired by this opportunity that within three years he competed and medaled for the Great Britain Paratriathlon team in Hyde Park.

11 Growing 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. 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 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

12 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

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