The Heart of Midlothian Education and Community Trust's remarkable AEGON Breakfast Club initiative has been handed a major prestigious award at the European Sponsorship Awards in Amsterdam.

Recognised as an outstanding low-budget community sponsorship programme, in what is an inaugural category, the AEGON Breakfast Club beat off stiff competition from 13 countries.

The judges wrote in their adjudication: "We were especially impressed with the rationale and choice of sponsorship properties on a very small activation budget.

"The campaign was something quite different and novel - by partnering with the local council and using football to reach people and win the hearts of the community while supporting the children."

The AEGON Breakfast Club aims to provide a healthy breakfast for every primary school aged child in the City of Edinburgh, by attracting a local sponsor for each school.

Significant research indicates that children are more focused, attentive and ready to learn after a proper start to the day.

David Southern, chairman of the Heart of Midlothian Education and Community Trust, said: "This is fantastic European recognition for one of the Trust's flagship programmes.

"Rarely has one community initiative engaged so many different sponsors and partners in such a meaningful way benefiting so many.

"Of course enormous thanks go to AEGON who's financial backing allows the programme to run.

"I would also like to thank the AEGON Breakfast Club's sponsorship co-ordinator Neil Smith who works tirelessly splitting his time between Tynecastle and AEGON's headquarters. Under his leadership the programme has continued to progress fantastically."

For more information on the AEGON Breakfast Club - click here to visit our official website