22 Foundations and business

Municipalities and institutions should approach foundations
which aim at or seek to promote the physical activity and
health of children. Firms whose target market is children
should be involved in health and activity programmes, provided
there are no educational or ethical contradictions.

The promotion of physical activity as a part of children’s education
is often an objective of foundations. These are interested in helping
reliable and sustainable programmes. Municipalities can provide appropriate
concepts and cooperate with the foundations in developing
these further.

Along with foundations, commercial business enterprises can also
make financial contributions to programmes for physical activity for
children.

Here we must differentiate between:

1. Large companies operating nationally who have an interest in
the target group 'children' and therefore also in the promotion
of physical activity and

2. Small and medium-sized enterprises who are interested in helping
locally.

Care should be taken that there are no ethical contradictions when
involving commercial enterprises. Manufacturers of sweets, who
play a direct part in causing overweight, should not be involved in
the marketing of an official municipal exercise programme. The industrial
sector where the enterprise is active should also be taken
into consideration. Apart from the sheer marketing activities to
boost sales or present a certain image of the company, more and
more measures are taken within the scope of corporate social
responsibility (CSR) or in foundations that are affiliated to commercial
enterprises.

Many sports activities and EU measures for the promotion of physical
activity among children cannot be realised without the support
of commercial enterprises. In implementing municipal programmes
business enterprises as a financial partner should also be regarded
as a conceptual partner. Business enterprises tend to act strategically
and strive for a commitment over several years.

Best Practice Rotterdam (NL)

Lekker Fit!

Lekker Fit! managed to integrate the food industry in their
conception and further developments of the programme.

More information:
www.citiesforsports.eu/best-practice