London Sport Update

Dan CudmoreOfficer (Club Development)

Updates

• Sport England• Mayor of London• London Sport• Club Matters

http://www.sportenglandclubmatters.com/get-started/

Club Matters

CSAF• Opens in JanuaryInspired Facilities• Open all yearSmall Grants• Open all yearProtected Playing Fields• Closes 9th NovemberImprovement Fund• Closes 28th October

Sport England

FreeSport• Closes 26th OctoberParticipation Fund• Closes 3rd November

Mayor of London

Sportivate• £19,529 invested in Merton this year• Nov/Dec round expected - £300,000+Satellite Clubs• Year 3 – 11 New Clubs• 12 in year 1 and year 2Coaching Bursary• Open round -13th November closing

date• www.coachinglondon.org

London Sport

Youth Insights

Understanding and changing youth sport behaviours

The challenge of growing youth participation

2005-06 2006-07 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14

0.557 0.571 0.56 0.552 0.541 0.54 0.537 0.545

Once a week participation16 to 25 year olds (APS)

Young people’s engagement

What was often thought…

SportyLove to play sport

and take part regularly

Semi-sportyLatent demand for sport –

eager to take part and would be playing if the

offer was right

Non-sportyHate to play

sport and don’t take part

BEH

AV

IOU

R

ATTITUDE

What the Youth Insight reveals

“Sporting” behaviour “Sporting” attitude

Positive FunctionalUnintereste

dIrregular

Consistently active

Consistently inactive

We need to focus on changing behaviours not attitudes

Young people’s attitudes & behaviours

Sport has negative

associations. More females

than males

Sport is the ‘norm’.

More males than

females.Take part due to

wider benefits.

More females

than males, and

those aged 18+

Sport

ing b

ehavio

ur

Consistently inactive

Irregular

Consistently active

Positive

Sport not the

‘norm’. Not a

priority

Functional Uninterested

Sport is not ‘fun’. Need goals – can

shift to group 3 if

goal developed

Sporting attitude

1

2

3

4515%

c1.2m

15% c1.2m

30%c2.5m

20%c1.7m

20%c1.7m

Positive group

Things to consider:• Need reminding of the positive emotions associated with sport - need to be

repeated• Not necessarily looking to improve or progress• Unlikely to want to commit straight away

Practical examples:• Use social media, emails and/or texts to remind participants to bring their

kit for the next session, remind them the session is on that evening, etc.• Use face-to-face prompts• Use key wording in your promotion, e.g. “looking to get back into sport?”

“want to try something new?”• Make sport more visible in their day-to-day life

Understanding young people’s attitudes

Functional group

Things to consider:• They do not want to be told sport is fun – most young people in this group

will never find sport fun…but that won’t stop them taking part as long as they’re achieving the desired outcome (their ultimate goal)

• The activity may be sport but message doesn’t need to be – look at how you market your activity

Practical examples:• Use key functional wording in your promotion – activities should be

promoted as ‘casual’ and ‘low key’ rather than ‘fun’• Provide regular feedback and opportunity to progress to prevent loss of

interest• Reward participation and regular attendance

Understanding young people’s attitudes

Uninterested group

Things to consider:• Activities need to be relevant and link to their lifestyle. May have similar

goals as the functional group but won’t think sport relates to this – they make other lifestyle choices to meet their outcome

Practical examples:• Deliver non-traditional activity – offer something different• Use appropriate wording to promote a send of freedom and independence,

less pressure, personalisation• Create a level playing field• Consider age-restricted activity

Understanding young people’s attitudes

Designing and delivering the right experience for all young people

Experiences young people are seeking

Consider the experiences that young people are

seeking when planning your

sessions

Effectively engaging young people

What next?

• Identify which audience you want to primarily target (positive, functional, uninterested)

• Adopt appropriate techniques for your target audience

• Plan your delivery and marketing• Consult with young people• Be flexible• Share good practice

Finally…

• You can download the full Youth Insights pack via the Sport England website - https://www.sportengland.org/research/encouraging-take-up/key-influences/sport-and-age/

• Any questions – satelliteclubs@londonsport.org