Leading car rental company, Avis UK is sponsoring adventurer James Ketchell as he sets off today on his quest to scale Mount Everest for charity. All the money raised will go to the ELIFAR Foundation, a charity set up to improve the lives of profoundly disabled children, and run almost entirely by volunteers.

After a near-fatal bike accident in 2007, James was told that he would never fully recover, but today he embarks on one of the biggest challenges possible – scaling the world’s highest mountain. Upon hearing of the momentous challenge James was planning and the amazing work done every day by the ELIFAR foundation, Avis was inspired to make a £3,000 donation.

In a show of gratitude to the company’s sponsorship, James will plant an Avis flag when he reaches Everest’s peak.

Anthony Ainsworth, Commercial Director, Avis UK said; “We hope that our sponsorship will go a long way to improving the lives of those supported by ELIFAR and that others will follow with donations of their own, however large or small. On behalf of everyone at Avis I’d like to wish James the very best of luck as he sets off for Everest.”