The Amateur Swimming Association has announced that Kellogg’s – the sponsors of the ASA Awards since 1997 – has signed a new extended deal worth £3m.

The new arrangement will see the launch of a programme designed to promote the ongoing benefits of physical activity, to help break down existing barriers to participation.

Kellogg’s will also be funding 10 elite young swimmers, known collectively as Team Kellogg’s, who will have access to additional support to help them develop.

Bruce Learner, community and social responsibility manager at Kellogg’s, said: “Our £3m investment over the next three years will benefit all types of swimmers at all levels.

“We are particularly keen to promote swimming in communities which suffer from social exclusion and ill health.”

David Sparkes, chief executive of the ASA, added: “We look forward to another successful sponsorship term with Kellogg’s.”