Delivering Impact Through Community Sports Programmes

Hosted by Jeremy Bliss

Head of Company Client Relations, CAF

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)

Join The Debate

Impact and value of sports focused community investment

Jonathan Gill

Corporate Advisory Manager

Advisory and Consulting Team, CAF

November 2012

Potential impact and value is high

Physical health Mental health

Numeracy Quality of life

Social

Investment is mixed

Small local sports clubs(<£100,000)

Larger sports clubs(>£100,000)

Professional sports organisations

15% real terms decrease in income

from 2004 - 2011

3% real termsincrease in incomefrom 2004 - 2011

Significant upward trend

Ref: CAF (2012)

Employment figures confirm the story

Ref: Sport England (2012)

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)

Recession exacerbates the issue

Ref: Sport England (2012)

Evidence of good practice

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?

What are the opportunities to drive impact and value

Collaborate to deliver improved and

broader outcomes

Balance the investments

Innovatefunding models Make it long term

Think about the big picture

Think about the big picture

Net benefactor

(societal cost)Intervention

Net contributor

(societal profit)

What is the purpose of sports focused community investment?

From To

Collaborate to maximise the benefits

What the programme

produces

Aim Input Delivery Output

Wh

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?

Collaborate to maximise the benefits

Physical health

Mental health

Numeracy

Quality of life

Social

Aim Input Delivery Output/outcomesW

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Wh

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Impact

Wid

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efit

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Research

So

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ith

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Link

Balance the investments

SponsorshipCommunity investment

Balance the investments

SponsorshipCommunity investment

Innovate the funding models

Social investment

Payment by results

Commercialise CI

Moving forward?

Net benefactor

(societal cost)Embed in your

organisation goalsNet contributor

(societal profit)

Impact?

Collaborative intervention

Create sustainability

Long term

USING THE POWER OF SPORT TO POSITIVELY CHANGE LIVES

Put on the best possible show: top

stadia and facilities; best playing talent; full

attendance.

Convert that interest into commercial success

and political space in which to operate.

Generate maximum interest: public, commercial and

political.

Distribute revenues equitably, use power

and influence responsibly, balance commercial success

with CSR.

Re-invest

THE PREMIER LEAGUE BUSINESS MODEL THE VIRTUOUS CIRCLE

reinvest

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

Using sport

Sport changes lives

• Using the power of sport to change young people’s lives

Sports changes lives CUTTINGOBESITY

IMPROVED

PARENTING

COMMU-NITY

COHESION

REDUCED

CRIME

WORLDAWARE

IMPROVED

EDUCA-TIONAL

OUTCOMES

REDUCEDDEPEN-DENCYON THE STATE

ECONOMIC

GROWTH

PRODUC-TIVITY

NATIONAL

PRIDE

HIGHERASPIRA-TIONS

LIVINGBETTERLONGER

WELLBEINGAC

HIEVIN

G

POTE

NTIAL

CITIZ

ENSH

IPEM

PLOYABILI

TY

HEA

LTH

SO

CIA

L SK

ILLSVALUESAMBITION

FOCUS HAPPIN

ES

S

LEADERSHIP

ATTA

INMEN

T

YOUNG PEOPLE

Seeing the bigger picture

Sport ArtsSchools

Inspiring action

Sky Day To Day

Environment

47,000 hours

6 dedicated channels

13.7m viewersa month

15m online visitors a

month

THE MOST WATCHED SPORTING EVENT

More than 80 broadcast partners

60+ nationalities represented by players

Watched in over 720m homes

Over 100,000 hours broadcast

Viewed in 212 territories

premierleague.com attracts 11m unique users a month, from over 200 territories

PL & Club Social Media>46m Facebook likes4.5m Twitter followers

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

Premier League 4 Sport programme modelStructure 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 ClubMinimum of 2 satellites per hub club

Satellite club Satellite Club

What have we achieved to date?

• 37% female participants• 351 new satellite clubs• 2,300+ Sports Leaders and

coaching qualifications

What have we achieved to date?

Total engaged since programme inception 55,872

Enough to fill the Emirates Stadium

The brand, badge and image of the club

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

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

Reach in schools

Expertise in school sport

Credible in schools

Reach in community

Engaging brand for young people

Investment

Access to inspiring talent

What

• Improve the lives of thousands of young people in UK

Why

How

• Create social impact

• Make more people fans of Sky Sports

• Use sports stars and sports skills

skysports.com/livingforsportHow it works for schools

Step 1 – Choose the studentsStep 2 – Run sport sessionsStep 3 – Organise sports eventStep 4 – Celebrate success

Schools receive a starter pack, T-shirts for their group , two Athlete Mentor visits and access to a teacher incentive scheme.

Communicating to schools

Participation

Raising awareness

Brand Favourability for Sky Sports

Young people’s lives change for the better

Delivery

2012/13 target

Schools 1500

Participants 30,000

Reach in schools 450,000

Growing reach

• We are currently on course to work with 1/3 of all secondary schools

Strong social impact

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

Behaviours

96%

Improvements in attitudes to learning

Attainment

Higher nationalaverage in English

14%

Outcomes

Inspired to mentor a young person

48%

Inspiration

96%

Improvements in self-confidence

Awareness and Favourability2012-13 Targets

Sky Customers

Sports Customers

Awareness Favourability

Sky Customers

Sports Customers

52%46%50%30%