Kellogg has renewed its deal to sponsor the UK’s swimming association, the cereal giant said today (30 June).

The company plans to spend GBP3m (US$5m) sponsoring some of the UK’s leading swimmers and supporting a “grass-roots” programme to encourage children to swim.

Kellogg corporate responsibility manager Bruce Learner said: “Our new investment will help the sport go from strength to strength by benefiting swimmers of all ages and abilities as well as encouraging non-swimmers to take the plunge.”

The world swimming championships take place in Rome next month.