Millwall Football Club scores on sugar
Millwall becomes the first club in the English Football League to tax sugary drinks sold at its ground, funding physical activity programmes for children in local schools.
Millwall Football Club was the first in the English Football League to support the Sugar Smart campaign by imposing a 10p sugar levy on sugary soft drinks sold at the ground in October 2016. The pledge was announced at the launch of Sugar Smart Lewisham, a local campaign involving local businesses, schools, children’s centres, hospitals and other local organisations.
Funds raised through the levy are donated to the Millwall Community Trust to develop physical activity programmes for children in Lewisham. The Trust are hoping to run a pilot health awareness and exercise programme for young people aged 9-13 years in local primary and secondary schools. The programme is likely to be 10 weeks in duration for up to 60 children in each of 10 schools, including weekly activity and education sessions focusing on diet, nutrition, exercise and sugar-levels in food and drink
In addition there is educational signage at The Den and fruit options as alternatives to desserts at non-match day events.