LV= Joins Forces With Matt Perry and Mike Gatting for LV= SOS Kit Aid

BOURNEMOUTH, England, April 13, 2011 - LV= has teamed up with former England rugby star Matt Perry and cricket
legend Mike Gatting OBE to unveil its groundbreaking new kit recycling
initiative at The Stewart Hedlam School in Bethnal Green, East London.

For the first time, families, schools and clubs will be able to give
their unwanted rugby and cricket kit which will be donated to disadvantaged
young people in the UK and overseas. With lack of access to equipment cited
as one of the greatest barriers to children participating in sport, LV= SOS
Kit Aid has set an ambitious goal of providing young people of all abilities
and backgrounds with over 20,000kgs of rugby and cricket kit before the end
of the year.

To mark the new partnership, Matt Perry and Mike Gatting OBE were joined
by former England cricket captain Allan Lamb and Welsh rugby legend Graham
Price MBE to hold a series of rugby and cricket training sessions with
children from The Stewart Hedlam School and then handed over sports kit
donated to LV= SOS Kit Aid for the school.

LV= SOS Kit Aid will be hosting a series of regional Kit Aid days in
2011. The regional days will be the precursor to a major national Kit Aid day
later this year. Incorporating its sponsorships of the LV= County Cricket
Championship and Anglo Welsh Rugby Cup, LV= will involve its staff in the
donation, collection and sorting of all unwanted and unused rugby and cricket
kit.

Former Bath and England rugby star, Matt Perry said: "It's shocking to
think that so many children don't have access to sport which makes the work
of LV= SOS Kit Aid so important. You can't put a value on putting a smile on
a kid's face and in my experience sport is one of the best ways of doing
that."

David Smith, LV= HR and communications director added: "The work of the
LV= SOS Kit Aid programme is vital in opening up sport to children from all
backgrounds while also saving tonnes of unwanted sportswear from going to
waste. We are a proud supporter of rugby and cricket in the UK and hope that
this programme will encourage the next generation of talent into the sport."

SOS Kit Aid, previously known as SOS IRB Kit Aid, has distributed over
GBP2m worth of rugby kit overseas, with the support of the International
Rugby Board, since 2001. LV= has also signed up as the official sponsor and
the initiative will be extended to cricket kit with the support of
recreational cricket's official charity, The Lord's Taverners and endorsement
by the England and Wales Cricket Board. For the first time, the two sports
will work together to deliver the scheme which also promotes the importance
of driving a sustainable environment.

About LV=:

LV= is a registered trademark of Liverpool Victoria Friendly Society
Limited (LVFS) and a trading style of the Liverpool Victoria group of
companies.

As the UK's largest friendly society it is here to help customers make
the best choices when it comes to their money. With a range of car insurance,
(www.lv.com/insurance/car_insurance/) home insurance (
www.lv.com/insurance/home_insurance/) and travel insurance
(www.lv.com/insurance/travel_insurance/) products that are both good
value and award-winning, LV= bound to have something to interest everyone.

Notes to Editors:

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its online panel between 25 and 27 February 2011. 1,728 of those surveyed
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    PR Contact:

    Sally Silver
    LV=
    County Gates
    Bournemouth
    BH1 2NF
    +44(0)208-256-6896
    www.lv.com

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