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Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
Delivering impact through community sports programmes
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Delivering impact through community sports programmes

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How your organisation can deliver impact at grassroots level through community sports programmes.

How your organisation can deliver impact at grassroots level through community sports programmes.

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  1. Delivering Impact Through CommunitySports Programmes Hosted by Jeremy Bliss Head of Company Client Relations, CAF
  2. Agenda 08.45 Registration and breakfast 09.00 Welcome from Jeremy Bliss, Head of Company Client Relations, Charities Aid Foundation 09.15 Presentation:  Impact and value of sports focussed community investment? By Jonathan Gill, Corporate Advisory Manager, Charities Aid Foundation 09.30 Speaking from experience, case study presentations from:  Premier League 4 Sport by Simon Morgan, Head of Community Development, Premier League  Sky Sports Living for Sports by Jack Eatherley, Community Investment Manager, BSkyB 10.00 Open panel discussion and questions. 10.30 Coffee and networking (optional 30 minutes)
  3. Join The Debate
  4. Impact and value of sports focused communityinvestment Jonathan Gill Corporate Advisory Manager Advisory and Consulting Team, CAF November 2012
  5. Potential impact and value is high Physical health Mental health Numeracy Quality of life Social
  6. Investment is mixed Small local sports clubs Larger sports clubs Professional (<£100,000) (>£100,000) sports organisations 15% real terms 3% real terms Significant decrease in income increase in income upward trend from 2004 - 2011 from 2004 - 2011Ref: CAF (2012)
  7. Employment figures confirm the storyRef: Sport England (2012)
  8. Produces mixed results Sports clubs  Membership of sports clubs reduced by 11%  Average income 15% lower  Annual surplus fallen by 50% in three years Health  Obesity rising  11.2% increase in obese people from 1993 to 2010  11500 admissions relating to obesity in 2010/11, 1054 in 2001/2Ref: Sport and Recreation Alliance (2012) and NHS (2012)
  9. Recession exacerbates the issueRef: Sport England (2012)
  10. Evidence of good practice
  11. Maximising value and impact How do we co-ordinate on the ground activities to have macro impacts  Are singular interventions enough?  Are partnerships with one or two organisations enough?  Do we need to think bigger to drive impact and value?
  12. What are the opportunities to drive impact andvalue Collaborate to deliver Think about Balance the improved and the big picture investments broader outcomes Innovate Make it long term funding models
  13. Think about the big picture What is the purpose of sports focused community investment? From To Net benefactor (societal cost) Intervention Net contributor (societal profit)
  14. Collaborate to maximise the benefits Aim Input Delivery Output What is your aim? What the programme produces
  15. Social need Fit with business aims/vision ResearchLink What is your aim? Who else will benefit? Aim Who has the expertise? Collaborate Input Delivery Collaborate to maximise the benefits Social Numeracy Quality of life Mental health Physical health Output/outcomes Widespread social benefits Economic benefits Business benefits Impact
  16. Balance the investments Community Sponsorship investment
  17. Balance the investments Community Sponsorship investment
  18. Innovate the funding models Social investment Payment by results Commercialise CI
  19. Moving forward? Impact? Collaborative intervention Net benefactor (societal cost) Embed in your organisation goals Net contributor (societal profit) Create sustainability Long term
  20. USING THE POWER OFSPORT TO POSITIVELY CHANGE LIVES
  21. THE PREMIER LEAGUE BUSINESS MODELTHE VIRTUOUS CIRCLE Put on the best possible Re-invest show: top stadia and facilities; best playing talent; full attendance. Distribute revenues equitably, use power and Generate maximum influence responsibly, interest: public, balance commercial commercial and political. success with CSR. Convert that interest into commercial success and political space in which to operate.
  22. The power of sport“Sport has the power to change theworld, it has the power to unite peoplein a way that little else does”Nelson Mandela
  23. Using sport
  24. Sport changes lives• Using the power of sport to change young people’s lives
  25. Sports changes lives LIVING BETTER LONGER CUTTING OBESITY HIGHER IMPROVE D ASPIRA- PARENTIN TIONS G HEALTH COMMU- NATIONA NITY L COHESI PRIDE ON AMBITION YOUNG VALUES PEOPLE REDUCE PRODUC SOCIAL SKILLS D -TIVITY CRIME ECONOMI WORLD C AWARE GROWTH IMPROVE REDUCED DEPEN- D DENCY EDUCA- ON THE TIONAL STATE OUTCOM ES
  26. Seeing the bigger picture Inspiring action Sport ArtsEnvironment Schools Sky Day To Day
  27. 15m online 13.7m47,000 6 dedicated visitors a viewers hours channels month a month
  28. THE MOST WATCHED SPORTING EVENT Watched in over 720m 60+ nationalities homes represented by players Over 100,000 hours broadcast More than 80 broadcast partners PL & Club Social Media Viewed in 212 territories >46m Facebook likes 4.5m Twitter followers premierleague.com attracts 11m unique users a month, from over 200 territories
  29. Background on PL4S project developmentHow did the project come about?• 2009 - agreement with DCMS to invest into an Olympic legacy project• Wanted to develop something that PL clubs could deliver and be part of• Aimed to support minority sports by using the power of the PL badge• Strong national partner agencies engaged to develop the programme• Opportunity for PL clubs to development expertise into new sports / areas – badminton, table tennis, judo, volleyball• Sports selected on basis not current “medal winning sports”• Ability to deliver sport in school / community environment• No major insurance costs / specialist equipment / facilities required• Build upon SSP network and it’s achievements• 4 sports, 20 clubs
  30. Premier League 4 Sport programme modelStructure and delivery Premier League Sport England Youth Sport TrustPL Club PL Club PL Club Hub Club of the sport Clubs work with a minimum of 4 sports in the programme Satellite club Satellite Club Satellite Club Minimum of 2 satellites per hub club
  31. What have we achieved to date? • 37% female participants • 351 new satellite clubs • 2,300+ Sports Leaders and coaching qualifications
  32. What have we achieved to date?
  33. Total engaged since programme inception 55,872 Enough to fill the Emirates Stadium
  34. The brand, badge and image of the club
  35. Key lessons learnt and a few misconceptions….• Power of the brand is key for engaging young people• Young people like to see the elite performers to aspire to achieve• The journey to make them a club member is not a straight path• Competition is required regardless of ability – all want something to aim for• Keep re-evaluating your programme and reassessing what is important – eg transition vs regular participation• Establish a programme model that has the ability to refresh and react• Know what your base is and scope out potential• Equally balanced governance model• Appropriate finances provided for delivery and staffing• PL co-ordinator role has been crucial
  36. The future……………..• Expansion to 12 sports – PL12Sport?• Expansion to 32 clubs• Partnership with Sport England• Advocated by Government• Acknowledgement as best practice example of Olympic legacy programme
  37. Reach in schools Expertise in school sport Credible in schools Reach in communityEngaging brand for young people Investment Access to inspiring talent
  38. What• Improve the lives of thousands of young people in UKWhy• Create social impact• Make more people fans of Sky SportsHow• Use sports stars and sports skills
  39. skysports.com/livingforsportHow it works for schoolsStep 1 – Choose the Schools receive astudents starter pack, T-shirtsStep 2 – Run sport sessions for their group , two Athlete Mentor visitsStep 3 – Organise sports event and access to a teacher incentiveStep 4 – Celebrate success scheme.
  40. Raising awareness Communicating to schools Participation DeliveryYoung people’s lives Brand Favourabilitychange for the better for Sky Sports
  41. Growing reach• We are currently on course to work with 1/3 of all secondary schools 2012/13 target Schools 1500 Participants 30,000 Reach in 450,000 schools
  42. Strong social impact Inspiration Behaviours Attainment Outcomes 96% 96% 14% 48% Improvements in Improvements in Higher national Inspired to mentor self-confidence attitudes to learning average in English a young personResults taken from 201112 Chrysalis independent evaluation interviewing 300 lead teachers (almost half the base)
  43. Awareness and Favourability2012-13 Targets Awareness Favourability Sky Sports Sky Sports Customers Customers Customers Customers 30% 50% 46% 52%

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