The sponsorship is the latest in a series of initiatives aimed at encouraging the town’s youngsters to take part in healthy, educational and charitable activities.

The latest chapter sees it funding the souvenir programme for the Junior Football Festival, to be hosted at Kenilworth Wardens Football Club on Bank Holiday Monday, May 5.

The annual day-long event will see around 500 youngsters from more than 50 clubs across Warwickshire take part. Trophies will be presented by Coventry City footballers and professional clubs will be scouting for local sporting talent.

Brian Holt’s expanding portfolio of Healthy Happy Kids schemes has also seen it sponsor a year-long schools rugby programme with Leamington Rugby Club and it is moving closer to its £2,000 target for library books for Priors Field School. It funded a six DJ disco at Kenilworth Youth Club at Christmas and its Leamington office sponsored two teenage schoolgirls who spent a month helping orphans in Thailand and Cambodia last summer.

Kenilworth manager Julie Philpot explained: “Our key aim with all these schemes is to enable children to live healthier, more fulfilling lives.

“We are keen to make life more enjoyable for young people living in Kenilworth and the surrounding area.

“One particular focus is on encouraging children to take part in healthy activities and we believe that supporting our young footballers and giving them a real sense of purpose, belonging and camaraderie will go a long way towards helping maintain the town’s community spirit.”

Kenilworth Wardens chairman Paul Baigent added: “This Football Festival is recognised as being one of the premier events in the region and we’re delighted that Brian Holt has agreed to sponsor the event.

With all players’ names, action photos and lots of information the programme is a great souvenir for all the young players and without the help and assistance of Brian Holt we would not be able to offer such a publication.”