Delighted Charlotte got just desserts at awards
The Leicester Mercury Sports Awards has always focused as much on the young, rising stars as the established elite players and teams.
Those making their way up the sporting ladder also need the backing of sponsors if they are to make the most of their talents and the opportunities that arise.
Crusha, part of the Silver Spoon Company, is already backing local sport through its involvement in Leicester Tigers' Junior Tigers Club.
It also sponsored the Junior Sportswoman category in the 2012 Sports Awards, which was won by cyclist Charlotte Broughton.
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The 14-year-old Countesthorpe College student, who had twice been commended in previous Mercury Awards, took the trophy for 2012, having worked her way on to British Cycling's Talent Team after a series of exceptional performances on road and track.
Talent Team is regarded as the first step for young riders towards Olympic and World championship selection.
Charlotte joined college-mate Grace Garner on the squad – which was the starting point for Lucy Garner's double world junior championship successes and her progress to the professional ranks.
"Crusha is keen to encourage children to participate in sport and, being based in the East Midlands, we are particularly interested in encouraging and supporting young, local talent," said Matt Smith, head of home baking and desserts at Silver Spoon.
"Our winner at the Mercury Awards, Charlotte Broughton, is a true athlete, a very worthy winner of the 2012 title, as well as being an inspiration to future sporting generations."
Like so many other people, Mr Smith's memories of 2012 centre on London.
"Unsurprisingly, the London Olympics and Paralympics were my sporting highlight of the year – no question," he said.
"It was fantastic opportunity to witness brilliant, emerging talent, and the event really drew on Britain's well-founded sentiments and values.
"As a keen sailor, watching Ben Ainslie's determination and skill to win an amazing fourth gold medal, becoming the most decorated sailor in Olympic history, is a moment I will never forget."
Given Crusha's links to Welford Road, Mr Smith is hoping there is more silverware on the way for the Tigers, which would no doubt delight the young supporters.