Jaguar Academy of Sport

Launch of the Jaguar Academy Of Sport

The Jaguar Academy of Sport was launched at a ceremony in London today by Sir Ian
Botham, Gareth Edwards CBE, Dame Kelly Holmes DBE, Denise Lewis OBE, Sir Steve
Redgrave and supported by David Beckham OBE by video message. These legends of
British sport are the Patrons of the Jaguar Academy of Sport, which aims to recognise,
celebrate and inspire the very best of British sporting talent and success.

The Jaguar Academy will fulfill this aim through a Bursary Fund which will support new British
sporting talent, a prestigious annual Awards Ceremony, a unique club of the best of British
sport which will be used to inspire the next generation and a vibrant website (built from the
same platform as jaguar.co.uk), celebrating British sporting talent and achievement
www.jaguaracademyofsport.co.uk or via www.jaguar.co.uk and click on Jaguar Academy
of Sport.

The Jaguar Academy will be led by a unique group of Patrons including David Beckham
OBE, Sir Ian Botham, Gareth Edwards CBE, Dame Kelly Holmes DBE, Denise Lewis OBE
and Sir Steve Redgrave representing the living legends of British Sport and Ambassadors
including Jamie Baulch, Dave Brailsford CBE, Martin Brundle, Tasha Danvers, Jessica Ennis,
Mark Foster, Steven Gerrard MBE, Sir Chris Hoy, Colin Jackson CBE, Dave Roberts CBE,
Michael Vaughan OBE, Lee Westwood and Shane Williams.
These athletes will promote the Jaguar Academy and help inspire new British sporting talent
which will be supported by the Jaguar Academy Bursary Fund.
This Bursary Fund is at the heart of the Jaguar Academy. Jaguar will work with SportsAid
using their well-proven process to ensure the very best new talent is identified. In the first
year the Jaguar Academy will support 20-30 young athletes with the bursaries being awarded
in the next couple of months.

Geoff Cousins said: "This is a long term commitment by Jaguar to support British sport and
contribute to the creation of the next generation of British sporting talent. This is a major
marketing initiative for Jaguar UK. We have created the Academy to develop our brand
image across a range of sporting disciplines and provide a powerful platform to help sell our
cars.

"We believe that a strong association and relationship with individuals and sporting bodies
will give a younger, cooler edge to the Jaguar Brand which will help change perceptions of
our new range of vehicles. It will also give great opportunities for the Dealers to develop the
relationships at local level.

With the launch of the flagship XJ completing the transformation of the Jaguar brand, it is the
perfect time to develop an even closer relationship with British sport. It's a natural fit for us
and with our sports cars and sports saloons, which are all about the best of British."
David Beckham, OBE, said: "I'm so proud to represent my country, whether it's on the
football pitch, or helping with the 2012 Olympic or 2018 World Cup bids. The Jaguar
Academy of Sport is all about supporting the next generation of British talent. I'm delighted to
contribute to this initiative and, together with the other patrons, to make sure sport in this
country continues to thrive."

The Jaguar Academy will also feature a prestigious annual Award Ceremony which will
recognize and celebrate the best British sporting achievements of the year. Rising stars and
the best of the Bursaries winners will also be recognized. The Inaugural Awards will be held
in September this year. More details will be announced shortly.