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

1. Delivering Impact Through Community
Sports 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 community
investment
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 - 2011
Ref: CAF (2012)

7. Employment figures confirm the story
Ref: 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 2001/2
Ref: Sport and Recreation Alliance (2012) and NHS (2012)

9. Recession exacerbates the issue
Ref: 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 and
value
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
Research
Link
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 OF
SPORT TO POSITIVELY CHANGE LIVES

21. THE PREMIER LEAGUE BUSINESS MODEL
THE 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 the
world, it has the power to unite people
in 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 Arts
Environment Schools
Sky
Day To Day

27. 15m online 13.7m
47,000 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

30. Background on PL4S project development
How 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

31. Premier League 4 Sport programme model
Structure and delivery
Premier League
Sport England
Youth Sport Trust
PL 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

32. What have we achieved to date?
• 37% female participants
• 351 new satellite clubs
• 2,300+ Sports Leaders and
coaching qualifications

33. What have we achieved to date?

34. Total engaged since programme inception 55,872
Enough to fill the Emirates Stadium

35. The brand, badge and image of the club

36. 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

37. 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

39. Reach in schools
Expertise in school sport
Credible in schools
Reach in community
Engaging brand for young people
Investment
Access to inspiring talent

40. What
• Improve the lives of thousands
of young people in UK
Why
• Create social impact
• Make more people fans of Sky Sports
How
• Use sports stars and sports skills

41. skysports.com/livingforsport
How it works for schools
Step 1 – Choose the Schools receive a
students starter pack, T-shirts
Step 2 – Run sport sessions for their group , two
Athlete Mentor visits
Step 3 – Organise sports event and access to a
teacher incentive
Step 4 – Celebrate success scheme.

42. Raising awareness Communicating to schools
Participation
Delivery
Young people’s lives Brand Favourability
change for the better for Sky Sports

43. 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

44. 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 person
Results taken from 201112 Chrysalis independent evaluation interviewing 300 lead teachers (almost half the base)

45. Awareness and Favourability
2012-13 Targets
Awareness Favourability
Sky Sports Sky Sports
Customers Customers Customers Customers
30% 50% 46% 52%