Berlei has become an official sponsor of Loughborough College’s Elite Athlete Performance Centre in a new partnership.
The new facility offers a place for 16-18 year olds to benefit from elite sporting facilities and is the first of its kind in the UK.
As an official sponsor, East Midlands firm Berlei will be providing sports bras and sportswear for every female athlete and will work together with Loughborough College to promote the importance of wearing a good fitting sports bra when training and competing.
Esme Winch, Principal of Loughborough College, said: “The centre only launched 6 months ago and to secure the partnership with Berlei is a significant milestone for the College. We have been in discussions for some time and feel that Berlei’s brand values are an ideal match with our objectives. With a packed programme of events, we are excited about the centre’s future with Berlei.”
Tony Jarvis, Managing Director of Berlei, said: “Loughborough has an outstanding reputation for sport and has produced some of the nation’s most successful sporting stars so it was a natural fit for the Berlei brand. We’re looking forward to working with the College and supporting the students by providing elite sportswear for elite athletes.”
The sponsorship follows the recent announcement that Berlei has become the Official Supplier of Sports Bras to England & GB Hockey and the Official Partner of the ‘Back to Hockey’ campaign designed to get people back into playing hockey regularly.
Jarvis added: “This is a very exciting time for Berlei. With our England & GB Hockey sponsorship and the new partnership with Loughborough, we are able to support female athletes of all abilities, which has been at the heart of Berlei since the brand was founded nearly 100 years ago.”
England & GB Hockey International and London 2012 Olympian, Nicola White, who is currently mentoring students at the EAPC commented: “I am really pleased that Berlei are working with both Loughborough College and England Hockey. So many women aren’t aware of the importance of wearing a good sports bra so it is great to see Berlei bringing it to the fore and providing information, fitting."