Tesco sponsors boys’ community sports initiative

Tesco has signed as the title sponsor to the U13 Cup, a nationwide football tournament for boys’ community football clubs.

The Daily Telegraph will be the official media partner and will carry results, features and Tesco U13 Cup updates on its Telegraph Junior Sport website. It will also run match reports in the sports section of the newspaper.

The deal will include Tesco and Daily Telegraph branding at regional and national finals. The two companies are researching the possibility of carrying out joint mailings and other customer incentive promotions.

Tesco head of corporate responsibility Debra Stones says/ "The partnership will help us in our objective to encourage kids to participate in sport."

The tournament will involve more than 2,500 FA affiliated teams and 40,000 boys playing in England, Scotland, Wales and Northern Ireland. Each country will hold its own final before the four winners compete in a knockout tournament to find the Country Champion. The final will be held at The City of Manchester Stadium on May 20 and will be attended by an as-yet unnamed tournament ambassador. Previous ambassadors have included footballers John Barnes and Neville Southall.

Tesco already sponsors several sports initiatives, including the Race for Life, Great School Run and Junior and Mini Great Run.

The tournament is organised by marketing and events agency TMB.