BAMA Sports Fruit (Idrettsfrukt) is a nationwide initiative that makes healthy choices easier in Norwegian sport. Through a 50 percent discount on fruit, vegetables, juices and Bendit products, every sports club in Norway can offer healthy food at training sessions, tournaments and events – regardless of size, location or resources.
Since 2020, 1,691 clubs have participated, submitting 15,666 claims and distributing more than 1,000 tons of fruit and vegetables. Participation has remained consistent every year, proving long-term relevance and trust.
The program was created to address a national public health challenge: low fruit and vegetable consumption among children and adolescents. By partnering with Norway’s largest grocery chains and sports federations, BAMA built a scalable sponsorship model that combines community benefit with commercial sense.
The impact extends far beyond sport. By making fruit the natural snack choice on the sports field, BAMA helps children and families develop healthier habits early in life. These habits form the foundation for better long-term health outcomes and reduced lifestyle-related disease – benefiting both individuals and the national healthcare system.
For BAMA, the initiative also makes strong business sense. It builds brand preference and loyalty, connects with future consumers and strengthens the company’s leadership in the fruit and vegetable category.
BAMA Sports Fruit demonstrates how genuine sponsorship with a social purpose can create shared value for business and society, improving public health, reducing inequality and contributing to a more sustainable future.
