Sport Funding in London
Towards an Active Nation
Joel Brookfield
Strategic Lead – Local Relationships
Government Strategy: Sporting Future
Sport England: Towards an Active Nation 2016-21
Creating a lifelong sporting habit
Government Strategy: Sporting Future
Outcomes
Outcome
measures
Physical
Wellbeing
Increase in %
pop meeting
CMO
guidelines
Decrease in %
pop inactive
(5-18s, 1964s and 65+)
Mental
Wellbeing
Improved
subjective
wellbeing
More people from every background
regularly and meaningfully taking
part in sport and physical activity
Individual
Development
Levels of
perceived
selfefficacy
Social and
Community
Development
Levels of
social trust
Economic
Development
Gross Value
Added by
sport sector
A more productive, sustainable
and responsible sport sector
Sport England Strategy: Towards An Active Nation
Outcomes
Physical
Wellbeing
Mental
Wellbeing
Customer
Focus
How we
think
How we
decide
What we
invest in
Underpinned
by
Individual
Development
Social and
Community
Development
Economic
Development
+
Seven investment principles
Tackling
inactivity
Children
and young
people
Workforce
Mass
market
Core
market
Coaching
Volunteering
Facilities
Local
delivery
Active Lives
Sport
England:
Creating a lifelong
sporting
habit Towards
an Active Nation 2016-21
OUR VISION
We want everyone in England
Regardless of age, background or
level of ability to feel able to engage
in sport and physical activity. Some
will be young fit and talented, but
most will not. We need a sport
sector that welcomes everyone –
meets their needs, treats them
as individuals and values them
as customers.
.
Sport England: Towards an Active Nation 2016-21
Creating a lifelong sporting habit
Key themes
• Investing for a purpose, not sport for sport’s sake
• Behaviour change
• Customer focus
• Under-represented groups
• Children and young people
• Wider partnerships
• Governance and efficiency
• A new approach to measurement and evaluation
Sport England: Towards an Active Nation 2016-21
Creating a lifelong sporting habit
Line of sight
Sport England: Towards an Active Nation 2016-21
Creating a lifelong sporting habit
Behaviour change
1 Tackling
Inactivity
2
Creating
regular
activity
habits
Pre-contemplation
Contemplation
Preparation
Action
3
Helping
those with a
resilient
habit stay
that way
Maintenance
Sport England: Towards an Active Nation 2016-21
Creating a lifelong sporting habit
Focus on the active person
Sam’s sporting life
Sport England: Towards an Active Nation 2016-21
Creating a lifelong sporting habit
Customer focus
• Why customer?
• Who is the customer?
• What do they need and want?
• Designing the offer based on
– audience, and
– the insight
• Feedback and redesign
• Measurement and evaluation
Sport England: Towards an Active Nation 2016-21
Creating a lifelong sporting habit
Under-represented groups
• Women
• Older people
• Lower socio-economic groups
• People with a disability
• Some ethnic groups
They need to drive growth
Sport England: Towards an Active Nation 2016-21
Creating a lifelong sporting habit
Children and young people
•
•
•
•
New remit 5-14
Basic competence – “I can do this”
Enjoyment
An absence of bad experiences
Poor
Average
Talented
Sport England: Towards an Active Nation 2016-21
Creating a lifelong sporting habit
Wider partnerships
• It’s what you can do that counts, not who you are
• Finding a common purpose
• Wider range of organisations
• Sport England as broker and collaborator
• Simplified competitive processes
Sport England: Towards an Active Nation 2016-21
Creating a lifelong sporting habit
Governance and efficiency
• Governance
– Governance Code for Sport in the UK
– All organisations receiving public funding will be
required to comply
– Good management and decision making
– Fairness and transparency
Sport England: Towards an Active Nation 2016-21
Creating a lifelong sporting habit
Governance and efficiency
• Efficiency
– More money to the front line
– Lower dependence on public funding
• Diversification of funding
– Funding from other Government Departments
– More collaborations with the third sector
– Serving customers better
– More commercial funding
Sport England: Towards an Active Nation 2016-21
Creating a lifelong sporting habit
Investment programmes
1. Tackling inactivity
2. Children and young people
3. Volunteering
4. Taking sport and activity into the mass market
5. Supporting sport’s core market
6. Local delivery
7. Facilities
Sport England: Towards an Active Nation 2016-21
Creating a lifelong sporting habit
Investment principles
1. Clear line of sight to outcomes and KPIs
2. Targeting under-representation
3. Using behaviour change
4. More than a bank
5. Balanced portfolio – bankers and innovators
6. Flexible investment and regular reviews
7. Greater efficiency
Sport England: Towards an Active Nation 2016-21
Creating a lifelong sporting habit