Sky Sports rallies around footballing initiative inspired by the Qatar World Cup

Broadcaster Sky Sports and a whole host of familiar football faces have rallied behind the Half Time Challenge this month. The #HalfTimeChallenge is a social media competition led by the Youth Sport Trust that aims to get families moving through a series of fun football-based challenges.

The broadcaster has pledged all the proceeds of the song ‘Another Kind of England’, which includes streams and downloads, will go to the charity. The song features the voices of Paul Merson, Michael Dawson, Sue Smith, Lee Hendrie, and Stephen Warnock, who have more than 120 England caps between them. Pupils of the Isleworth school, Bolder Academy have also lent their voices to the song.

Charities like Youth Sport Trust are facing real challenges as Christmas approaches. Inspiring children and their families to get active during the Qatar World Cup keeps the focus on healthy lifestyles and offers them a fundraising opportunity.

As the World Cup continues to enthral football fans, Youth Sport Trust is working to create a greater understanding of the importance of physical activity. Jen Rouse, Commercial and Fundraising Direct at the Youth Sport Trust said:

“Everything the song represents, hope and that sense of togetherness, is something our charity embodies. We strongly believe sport has the power to change young lives, by getting involved in the Half Time Challenge we hope to showcase the simple and low-cost ways there are to stay active and also raise awareness of the Chief Medical Officer’s daily recommended amount of 60 minutes of physical activity. We wish England the best of luck in their World Cup journey.

To find out more, see here.

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