The Everyday Champions campaign, run by SPAR, honours those individuals whose everyday acts of kindness make a real difference in their communities.
Colin Jackson, CBE, said: “Some of the greatest champions I have ever met have never competed in a stadium.
“They are the people who quietly look after neighbours, volunteer, coach local sports teams and support families through difficult times.
“Kindness is still thriving and I am proud to help SPAR celebrate the people who keep our communities strong.”
Recent research commissioned by SPAR found that 64 per cent of Britons have supported someone in their community over the past year, despite 59 per cent saying they lack time and 48 per cent experiencing financial pressures.
Examples of support range from donating food and offering childcare to giving neighbours urgent lifts and checking in on elderly residents.
The campaign also marks 30 years of partnership between SPAR and European Athletics.
Five Everyday Champions will be selected to attend the Birmingham 2026 European Athletics Championships as VIP guests, where Mr Jackson will personally thank them for their contributions.
