Citroën UK partners with England Athletics to boost youth sport and activity

Citroën has always cultivated a strong identity as a brand deeply human, attentive to the needs of its contemporaries, and firmly anchored in the daily lives of everyone. Far from marketing constructs that can sometimes be fleeting, the brand with the double chevron is committed to offering mobility solutions that simplify life, while also demonstrating, through various initiatives, a genuine closeness to people. This philosophy is translated into concrete actions on the ground, such as the GenerationAmi program in Italy or, more recently, the announcement of a significant partnership in the United Kingdom with England Athletics and its official charity partner, the Personal Best Foundation. This new commitment underlines Citroën's desire to go beyond its role as a car manufacturer to actively support causes that resonate with current societal challenges.

A structuring partnership to support british athletics and youth

This ambitious partnership between Citroën UK, England Athletics – the governing body for running and mass participation athletics in England – and the Personal Best Foundation is set against a backdrop of concerning data. A survey conducted by Citroën revealed that 73% of parents in the UK believe their children are not getting the minimum daily exercise recommended by the UK's Chief Medical Officers, which is at least 60 minutes of physical activity per day. This finding is alarming and is echoed in broader statistics, including Sport England's 2023/24 "Active Lives" survey, which shows that only 47% of children meet these activity levels. The situation is particularly critical for children from disadvantaged backgrounds, where access to organised activities is limited, contributing to high rates of childhood obesity in these areas.

In response to this reality, Citroën UK is actively engaging to reverse the trend. The partnership will materialise in several key ways. Firstly, financial and logistical support will be provided to the Personal Best Foundation for the implementation of extra-curricular athletics programs. An initial phase will target 15 primary schools located in Coventry, Warwickshire, and Ellesmere Port – areas close to Citroën UK's headquarters and identified as priorities due to deprivation and the high risk of inactivity among children. These programs will offer free weekly sports sessions. Simultaneously, training will be provided to teachers in these schools, enabling them to sustain the teaching of running, jumping, and throwing and to integrate these disciplines permanently into the school curriculum.

Beyond providing access to athletics for younger children, Citroën will also become the main partner for England Athletics' National Championships and Age Group Championships this summer. This commitment aims to support the base of the British athletics pyramid and provide an essential competition platform for young talent. Furthermore, Citroën will provide targeted support to 16 promising athletes within England Athletics' "Talent Pathway" program. The objective is to support their development, providing them with the tools, skills, and resilience needed to excel at senior and international levels, while also enriching their life experience. Finally, the partnership will focus on sustainable mobility by offering England Athletics members preferential terms on Citroën's range of Battery Electric Vehicles (BEVs). This initiative highlights the brand's commitment to making BEVs accessible, thus aligning with the sustainability principles dear to England Athletics. The launch of this partnership took place symbolically at Sowe Valley Primary School in Coventry, in the presence of committed figures such as Hannah Cockroft, Paralympic athlete and ambassador, Mary Creagh MP, as well as the directors of Citroën UK and England Athletics.

United voices for concrete engagement

This partnership is more than just an association; it is the result of a shared desire to make a concrete difference in the lives of young people. The statements from the various stakeholders present at the launch testify to the importance placed on this initiative and the convergence of objectives.

According to Chris Jones, CEO of England Athletics, “We are proud to welcome Citroën into the England Athletics family. This partnership supports our shared commitment to the sustainable development and accessibility of athletics to young people. Through our Personal Best Foundation, Citroën’s support will see young people in schools across England introduced to athletics and will open up opportunities to some of the most disadvantaged children and young people in the country. Citroën’s support of our national events and talent development programmes, supported by Citroën Electric Vehicles, links into our drive for a more sustainable future and our journey to encourage our network of athletes and clubs to adopt more sustainable practices.” His remarks highlight the dual scope of the partnership: access to sport for all and the promotion of sustainability, reinforced by the EV dimension.

Chris Theobold, Sales and Operations Director at Citroën UK, convincingly expresses the brand's motivation: “We are proud that our partnership with England Athletics will give young people access to sport and exercise, help improve their lives, and support the next generation of talent. The statistics on child inactivity and health are very concerning and we are delighted to be able to make running, jumping, and throwing more accessible, just as we are making Electric Vehicles accessible for everyone. By partnering with England Athletics and its official charity, we believe we can make a real difference and give school children in some of the country’s most deprived areas the chance to benefit from being involved in sport, being active, and having fun. While also supporting elite talent on the pathway to success.” His words parallel accessibility to sport and accessibility to electric vehicles, reinforcing the image of a brand that seeks to remove barriers to allow everyone to thrive, both physically and in their mobility. This is a vision of Citroën as a daily partner, a reliable support, much like a car that takes us where we need to go and helps us achieve our goals.

Mary Creagh CBE, Labour MP for Coventry East, also welcomed the initiative: “An early love of sport lasts a lifetime and transforms lives, bringing health benefits, friendships, self-discipline, and teamwork. I salute Citroën, England Athletics and the Personal Best Foundation’s commitment to making running, jumping, and throwing accessible to young people, especially those from disadvantaged families, to be healthy, active, and have fun.” This political testimony strengthens the legitimacy and social impact of the partnership, highlighting the lasting benefits of physical activity on child development. Finally, Hannah Cockroft CBE, Paralympic athlete and Personal Best Foundation Ambassador, shared her enthusiasm: “It is fantastic to be part of this exciting new partnership between England Athletics, the Personal Best Foundation, and Citroën. It was a privilege to meet the pupils today and see first-hand the power of sport to change lives and help young people discover their true capabilities. I deeply believe that every young person should have access to and opportunity to experience the physical and mental benefits of sport, regardless of their background and personal circumstances. It is also fantastic to see a partnership genuinely committed to sustainability, promoting a healthier, more active, and more responsible future.” Her perspective as a top-level athlete and ambassador brings an inspiring dimension, illustrating the transformative potential that sport can offer.

Far from flashy communication strategies that seek visibility at any cost without always concerning themselves with the daily realities of the majority of people, Citroën demonstrates through this partnership with England Athletics and the Personal Best Foundation an authentic positioning. The brand does not merely talk about accessibility or sustainability; it acts concretely on the ground to address real problems, in this case inactivity and inequalities in access to sport among young people.

This partnership, which might seem like a niche commitment at first glance, is in reality a perfect illustration of the philosophy that Citroën seeks to embody. Whether it's designing cars focused on everyday comfort and practicality or supporting initiatives that improve people's lives, the brand with the double chevron positions itself as a reliable, popular partner, close to its customers and society. By enabling disadvantaged children to discover the joys and benefits of athletics, by training teachers to perpetuate this learning, and by supporting the next generation of athletes, Citroën is not just engaging in philanthropy; it is reinforcing its brand identity as accessible, optimistic, and committed to a healthier, more active future for all. It is this closeness and commitment that, today as in the past, make Citroën unique and strong.