A national charity that supports vulnerable young people on Britain’s streets will be given a major boost this weekend as Aviva hands over its high-profile shirt sponsorship of Norwich City to Railway Children.
The Railway Children logo will take pride of place on the Canaries’ shirts for the eagerly-awaited clash against Arsenal on Saturday which is being televised live on Sky Sports.
Additional fundraising for the children’s charity is also taking place throughout the day.
The event marks the first time a commercial sponsor has handed over its shirt logo to a charity for a one-off Barclays Premier League match.
It’s the result of the close working relationship between Aviva and Norwich City and the initiative has been approved by the Barclays Premier League.
City Chief Executive David McNally said:
“Norwich City are delighted to support Aviva’s charity partnership with Railway Children and their gesture of handing over shirt sponsorship for the Arsenal game.
“It is a great opportunity for our fans to show their support and to raise the profile of such an important cause.”
This is the fourth year that Aviva has given away its Norwich City shirt sponsorship to charities.
This year’s sponsorship marks the continuation of Aviva’s commitment to its chosen national charity, Railway Children, which helps raise awareness of the fact that every year in the UK an estimated 100,000 young people under the age of 16 run away from home.
One in six of these end up sleeping rough. Often these young people are escaping very difficult home circumstances and see the streets as their safest option.
Former X-Factor winner Alexandra Burke, who has just been announced as the Railway Children’s first UK celebrity ambassador, will also be at the match on Saturday.
Alexandra said: “It’s shocking that here in the UK children are ending up alone and at risk on our streets.
“But what’s more alarming to me is that people aren’t talking about it more. It’s not just something that happens in other countries, it’s happening right now in our communities and to our children. We need to start shouting about it.
“This gesture from Aviva for this match will help spread the word, and I hope that the Norwich City and Arsenal fans attending the game will be ready to lend their support to Railway Children.”
Aviva’s work with Railway Children is part of its five-year global “Street to School” programme to raise awareness and support for children living and working on the streets around the world.
Terina Keene, Railway Children, Chief Executive said:
“It’s a chilling fact that every year in the UK 100,000 young people under the age of 16 run away from home.
“Having survived a difficult home environment, many young runaways have lost their trust in adults and see the streets as their only alternative if they feel they cannot live at home any longer.
“Faced with limited choices and not knowing where to turn, many end up living alone on the streets, where they are at risk of violence, sexual abuse and drug or alcohol dependency.
“We fight for children living on the streets everyday, and we are delighted that Norwich City, through our partners Aviva, have embraced Railway Children and our cause so wholeheartedly.
“This game will provide a much needed boost to Railway Children’s work across the UK, by raising awareness of the issue, as well as much-needed funds.”
Anne Filatotchev, marketing director, Aviva UK said:
“Aviva works with Railway Children to raise awareness about the issue of young runaways.
“With the high profile nature of our Norwich City sponsorship and of Barclays Premier League football in general, we have the perfect opportunity to raise awareness nationally of the important work this charity does.”
