Dealers are set to be a driving force behind a major sporting academy launched by Jaguar that is supported by some of Britain’s greatest sporting stars. 

The Jaguar Academy of Sport is backed by patrons including David Beckham, Sir Ian Botham, Gareth Edwards, Dame Kelly Holmes, Denise Lewis and Sir Steve Redgrave.

It is also supported by a number of Ambassadors, including Martin Brundle, Chris Hoy, Colin Jackson and Michael Vaughan.

The Academy of Sport aims to recognise, celebrate and inspire the very best of British sporting talent and success, including a new bursary fund to back development of sports stars of the future.

But dealers must play an important role in the academy by driving its message to the public and raising awareness of the revitalised Jaguar brand, according to Geoff Cousins, managing director, Jaguar UK.

He 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.

“Over the past few years Jaguar has been re-inventing itself to become the modern, sporting company it used to be.

“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.

“But something like this will only work if you have dealers involved to promote it and drive awareness of our product and our brand.

“This includes the new XJ, which is critical for Jaguar dealers.”

For details of the Jaguar Academy of Sport, log onto

www.jaguaracademyofsport.co.uk.