Sports broadcasters join forces to back hygiene poverty campaign supporting young people – with Tottenham and Raheem Sterling Foundation among first to sign up
- Sky, Prime Video, TNT Sports and talkSPORT support The Multibank’s efforts
- Tottenham is the first Premier League club to join the initiative
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Britain’s biggest sports broadcasters are joining forces to back a coalition aimed at supporting hygiene poverty.
Sky, Prime Video, TNT Sports and talkSPORT are joining forces in an unprecedented show of solidarity in support of The Multibank’s 2024 Hygiene Poverty Campaign.
The broadcasters will use their programming schedule to promote the cause and alert fans to upcoming related competition events during live shows.
Additionally, Tottenham is the first Premier League club to join the initiative, with the Raheem Sterling Foundation, Premiership Rugby side Harlequins and rugby league team Wigan Warriors also committed.
Spurs are organizing a fan donation campaign during the home game against Fulham on December 1.
Donna-Maria Cullen, Executive Director of Tottenham Hotspur, said: ‘For many years the club has made donations to its local food banks ahead of Christmas to support the most vulnerable within our community.
Sky, Prime Video, TNT Sports and talkSPORT are supporting Multibank’s campaign, aimed at raising awareness and responding to the growing problems of hygiene poverty among young people
Tottenham legend Ledley King, centre, joined the workers as the club became the first Premier League team to back the initiative, confirming matchday collections on December 1.
‘We are therefore pleased to be able to support The Multibank in its Christmas campaign around the too often overlooked problem of hygiene poverty. We are confident that our football family will unite to ensure that young people in our area can build their confidence from an early stage in their lives by having access to basic hygiene products.”
The 2024 Christmas campaign – led by Kelly Hogarth, architect of Marcus Rashford’s successful End Child Food Poverty initiative – aims to raise awareness and respond to the growing challenges of hygiene poverty among young people, ensuring they meet 2025 can leave equipped with the tools, security and confidence they need to maximize their potential in the classroom.
For 46 percent of households, detergent is considered a luxury item on the shopping list, with costs increasing by 41.6 percent in three years.
Similarly, 42 percent of households do not have deodorant, 400,000 households do not have soap or toothpaste.
School staff recognize the problem and note that withdrawal and bullying have increased as a result.