Trialled in a handful of schools last year, the government-backed project will be formally rolled out nationwide this week to cover 1600 health clubs and leisure centres.
Each centre will adopt a local primary school and offer facilities and instructors to boost the interest and time spent by school-children doing physical activity each week.
Norwich Union has signed athlete Kelly Holmes as the face of the programme.
The initiative has been renamed Adopt-A-School with Norwich Union and the financial services firm plans to leverage the link, which fits with its own 'Do the right thing' obesity programme, to promote products to members of the participating health clubs and an estimated 40,000 parents.
The FIA, whose members include David Lloyd, has the support of the Department of Culture Media and Sport, the Department for Education & Skills and the Youth Sport Trust.
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