Monitoring & Evaluation of Sky Sports Living for Sport Dr. Rebecca Duncombe & Dr. Mary Nevill Institute of Youth Sport, Loughborough University (August, 2010)

Overview of Methods Data provided from two sources: 1. Registration details provided by YST: –Pupils; –Projects; –The lead teachers; –Schools. 2. End of project survey posted/ ed to teachers: –Overall evaluation; –Pupil impact; –Brand awareness.

Registration Details The following were extracted from the registration details: –Pupil Details (numbers registered, gender, age, ethnicity, reasons for selection); –Project details (numbers registered, activities, sport & celebration events); –Lead teacher details (role within the school); –School details (geographical location).

The Pupils Number of pupils registered: 5287 Number of pupils for which data has been collected: 3030 Percentage of pupils registered for which we have data: 57% Also still awaiting: gender, age, reasons for selection...

The Pupils (ethnicity) Ethnicity Number of pupils Ethnicity Number of pupils White British4180White Irish44 Prefer not to say238Any other mixed background43 Pakistani141White & Asian39 Not stated69Any other Asian background35 Black Caribbean110Any other ethnic group23 Indian81Any other black background18 Any other White background87Bangladeshi15 Black African77White & Black African17 White & Black Caribbean65Chinese5 Total5287 As in previous years, the majority of pupils registered for projects were White British.

The Projects Still awaiting data (numbers registered, activities, sport & celebration events) Average number of pupils per project: 13

The Lead Teachers The lead teachers were required to state what their role within the school was. These are broken down as follows: Role in the schoolNo. of lead teachers% of lead teachers SSCo PE teacher Head of PE PE teacher + SSCo339.1 Other (PE)277.4 Other (general)226.0 Director of Specialism (not stated)195.2 Assistant Head teacher123.3 Other (pastoral)123.3 Head of Year92.5 PDM51.4 Total PE specific Total non-PE specific The majority of lead teachers (78%) have a PE-specific role within the school

The Schools The schools’ locations were broken down by Government region as follows: Region Number of schools Region Number of Schools South West 54 London23 North West 46 East Midlands21 South East 45 North East19 West Midlands 37 Scotland13 East of England 35 Wales5 Yorkshire & The Humber 34 Northern Ireland2 The initiative could be further promoted in London, the East Midlands & the North East, as well as in Scotland, Wales & Northern Ireland.

The Survey Questions covered: –Overall project success; –Impact on attitudes; –Impact on reasons for selection; –Likelihood of future involvement; –Opinion of project incentives; –Awareness of Sky and Sky Sports; –Impressions of Sky and Sky Sports.

Overview of Projects Number of projects registered: 419 Number of schools registered: 339 Number of schools confirming that they did not run projects: 47 Number of projects assumed to have been run: 372 Number of schools assumed to have run projects: 292 Number of surveys returned: 223 Number of schools returning survey: 200 Response rate (by school): 68.5%

Overall Project Success 96% of projects were judged to have been successful or very successful.

Impact on Attitudes Teachers were asked to rate the extent to which they felt the following statements applied to their pupils. A percentage for each response was then calculated... After participating in their Sky Sports Living for Sport project, the majority (≥74%) of pupils were perceived to have: enjoyed the project, benefited from being involved; shown improved attitudes towards others; and engaged more in school life.

Impact on Reasons for Selection Teachers were asked to identify pupils rating for the reason they selected them before and after the project using the following rating scale: (1 = very poor, 2 = poor, 3 = average, 4 = good & 5 = very good) Reason for selection Number of pupils selected for this reason Mean rating before the project Mean rating after the project Change Self-confidence and self worth Achievement and attainment Achieving full potential Health and wellbeing Improvements were seen in all 4 areas with the highest change being for pupils selected because of low self-confidence and/or self-worth.

Likelihood of Future Involvement in Sky Sports Living for Sport Teachers were asked: ‘would you consider running another Sky Sports Living for Sport project in the future?’... Almost three quarters (74%) of teachers said they definitely or probably will consider running another Sky Sports Living for Sport project.

Opinion of Project Incentives Teachers were most positive about the athlete mentor visit as a project incentive (over 80% of responding teachers identified this as a large incentive) Teachers were asked: ‘How much of an incentive have each of the following been in encouraging you to run the project again next year?’

Opinion of Project Incentives Teachers were asked whether there were any other incentives or factors which would have encouraged them to make more use of the Sky Sports Living for Sport website... 7 teachers requested funding for projects; 20 teachers were not aware of all of the incentives or had not received all of them; Extra goodies for pupils were requested and suggestions included: starter packs, hats, mugs, key rings, flasks, key chains, pens; Other requests included: better press coverage, tickets for sporting events, free/reduced Sky subscriptions, prizes/accreditation for pupils, T-shirts for teachers. (See accompanying document for further information)

Awareness of Sky & Sky Sports The Sky Sports branding is having an impact on the projects; almost all participating pupils (92%) were aware of the brand and over three quarters (76%) of teachers felt the brand added to the success of their project.

Awareness of Sky & Sky Sports 0-20%21-40%41-60%61-80%81-100% In your opinion, what % of non-participating students were aware of Sky Sports Living for Sport? 35.5%23.6%21.5%12.2%7.2% In your opinion, what % of non-participating staff were aware of Sky Sports Living for Sport? 32.9%24.2%15.1%10.5%17.3% Non participating staff and students could be made more of aware of Sky Sports Living for Sport projects.

Impressions of Sky and Sky Sports Teachers were asked: ‘Do you have a Sky subscription at home?’... 35% said, “No, I don’t have a Sky subscription”. 51.4% said, “Yes I have a Sky subscription and it includes access to Sky Sports”. 13.6% said, “Yes I have a Sky subscription but it excludes access to Sky sports”.

Impressions of Sky & Sky Sports (those that do not have a subscription to Sky) 31% of lead teachers were more likely to subscribe to Sky after becoming aware of Sky’s association with Sky Sports Living for Sport.

Impressions of Sky & Sky Sports (those that do have a subscription to Sky) Teachers were asked: ‘How likely are you to recommend Sky to a friend or colleague on a scale of 0-10 (where 0 is not at all and 10 is extremely likely)?’ Number of responses % of responses 1.8%3.5%94.6% The majority of responding lead teachers (95%) already with a subscription to Sky felt that they would be likely to recommend Sky to a friend.

Impressions of Sky & Sky Sports (those that do have a subscription to Sky) 39% of lead teachers were more likely to keep their subscription to Sky after becoming aware of Sky’s association with Sky Sports Living for Sport.

Impressions of Sky Teachers were asked: ‘How has your knowledge of Sky’s involvement in the initiative changed your impression of the following?’... It makes me feel much less favourably It makes me feel a bit less favourably It has no impact on my impression It makes me feel a bit more favourably It makes me feel much more favourably Sky Sports 2 (0.9%) 1 (0.5%) 52 (24.2%) 92 (42.8%) 68 (31.6%) Sky 1 (0.5%) 1 (0.5%) 72 (33.5%) 79 (36.7%) 62 (28.8%) 74% of responding lead teachers felt more favourably towards Sky Sports and 66% towards Sky after becoming aware of Sky’s involvement in the Sky Sports Living for Sport initiative.

Acknowledgements The Institute of Youth Sport would like to thank the following, whose cooperation have made this report possible: Staff within the Institute of Youth Sport for their assistance with posting surveys, data entry and telephone chase-ups; The Youth Sport Trust; Sky Sports (sponsors of the Sky Sports Living for Sport programme); The staff and young people from all the schools participating in the evaluation of the programme.