1. Sport Nottinghamshire: Keeping the Legacy Alive 17 th May 2013 Nik Trivedi – Head of Consultancy

2. Sporting Equals ►Charity – Promoting ethnic diversity across sport and physical activity –Empowering communities –Healthier communities –Community cohesion ►Network of 5000 BME organisations ►National Partner of Sport England and Sport Scotland ►National Partner of Age UK

3. Sporting Equals ►Set up in 1998 - Independent Charity status in 2006 ► Overall aim to get more BME people involved in sport and physical activity ParticipationVolunteeringEmployment

4. Key Partners and Clients

5. Increase BME Participation In Sport Social and Economic CulturalOrganisationalBME Attitudinal Our Approach Key Barriers

6. Awareness/Training Communications Research BME Empowerment Resource Development Learning and development Marketing & Communications Insight BME Brokerage/ Empowerment Resource Development Our Approach Key barriers and core functions

7. Objectives ►Gain a better understanding of issues relating to faith and ethnicity ►Gain some practical tips to attract and engage BME and faith communities into sport

8. Insight - Nottingham ►2011 Census - population is 305,680. White British - 65.4% and the BME population account for 34.6% of the population. ►Largest BME groups are Asian (13.1%) followed by Black groups (7.3%) and Mixed groups (6.7% ). ►Nottingham also has a sizeable White Other (6.1%) population (result of inward migration from the EU) ►32% of the population are aged 18 to 29 – full-time university students comprise about 1 in 8 of the population. ►The BME groups have a younger age-structure than the overall population. The Mixed groups (43%) and the Pakistani group (29%) have the highest proportion of their total population aged under 16. These compare with only 17% of White British people. ►Nearly 21% of all pupils (8,000) have a first language that is not English. This is a rise of over 50% (2,700 pupils) from 2005.

9. Insight - Nottingham ►The employment rate is low (57% in 2009/10) – the number of university students only partially explains this. ►Over a half of jobs in the City are taken by people living elsewhere – people working in higher order occupations are more likely to live outside the City. ►There are high levels of child poverty in the City. In 2008/09, 41,400 children and young people lived in workless or low income households. ►16% of people of working age have no qualifications, compared with 12% nationally. ►Rates of car ownership are low, particularly amongst pensioners living alone and lone

10. Headlines ► The BME population is growing and changing ► Different variables within this audience profile e.g. age - 13% of young people in England are BME ► Different ethnic groups have different needs which is reflected in participation rates that vary from 7% to 35% ► An extensive and growing BME sports sector exists that NGBs and sports providers need to tap into

11. Personal Circumstances Ryan Adeel Fatima - 67% of BME communities in most deprived wards - evidence suggests that people like Ryan are more likely to be unemployed, in poverty - this impacts on access and attitudes to sport - cultural expectations - family demands, religion and wider family responsibilities are factors to consider

12. Community Engagement ► Form partnerships and build relationships to get the local picture ► Use familiar cultural settings such as faith and community centres for both recruitment and as venues for activities ► Taster sessions ► Recruit local ‘activists’ (male and female) - inc. business leaders, faith leaders, youth workers.

13. Community Engagement ► When trying to attract BME communities into sport you need to consider promotion techniques. Imagery used is important ► Word of mouth generates a good response and ethnic/faith specific radio stations are also effective ► Find out which BME community groups exist locally i.e; there may be a Polish group or a local Hindu forum locally who you could engage to attract new interest to the sport

14. Faith Centre Model ► Large numbers of BME communities define themselves by faith rather than ethnicity ►Engage faith centres with infrastructure to deliver and promote sports opportunities. Many with footfall of 30,000+. ►Approx. 250 major faith centres in London, Midlands and Yorks & Humber. Total footfall approx. 2 million. ►Faith centres want to keep their communities & YP engaged.

15. Faith Centre Engagement ►Faith centres well placed to offer sport – ‘duty of care’ to promote healthier living and social inclusion ►Need to understand cultural sensitivities – increase confidence ►Pilot project at Nishkam Centre, Sikh Gurdwara, Birmingham –30,000 footfall per week –Sporting Equals supported the Centre to engage sport (WBA FC, Athletics, Cycling, Swimming, Tennis, Table Tennis)

16. Religious and Faith engagement checklist ► Be flexible ► Consider dress and modesty ► Be aware of cultural and faith requirements, including personal safety ► Schedule meetings to avoid clashes with prayer times ► Observe the appropriate dietary requirements when serving refreshments ► Be prepared to arrange women only meetings ► Make sure events don’t fall on religious holidays or festivals ► Assess the venue for your session /or meeting and its appropriateness to the audience ► Consider any staffing or personnel implications including staff at the venue who are not actively delivering or involved in the session

17. The importance of parental engagement ► Crucial to support engagement into sport; –The younger age groups (from 14 yrs upwards) will still be reliant and influenced by parents and family, therefore parental support is key –Develop a strategy for working with parents and winning their support –Support parents with the resources they need to champion projects to their peers, i.e. other parents

18. QPR FC Talent ID - Inclusion project ►Partnership Project in Hounslow, West London ►NGB, third sector, local media ►120 boys, 8 - 12 year olds from a range of race & faiths ►Attraction of premier league football club ►6 week training programme ►Project engaged young people and their families

19. Marketing to BME communities ► What is considered to be mainstream mass market media will not always resonate or achieve significant penetration within BME communities ► The influencer network is of far greater importance within BME communities, key gatekeepers need to be persuaded of the benefits of sport ► Language is a considerable barrier for first and second generation members

20. Incentives and Motivation ►Key messages to encourage engagement into sport

21. Ethnic Media ►BME communities have an established and growing variety of specialist media content providers, across broadcast, radio, online and social media –change attitudes and promote wider benefits of sport –encourage BME participation in sport & physical activity ►Its about specific messages to specific groups in a specific way (sustainability) ►Combined audience of over 5.0 million BME individuals

22. Communications delivery checklist ► Utilise insight to inform delivery to your audience ► Important to engage faith, business and wider community leaders ► Utilise specialist ethnic media channels by region most appropriate to your audience ► Utilise localised radio features to develop local opportunities

23. ….. Communications delivery checklist ► Emphasise benefits - greater than just pure sport participation ► Identify local champions currently within the sport network ► Target and tailor your offer to local communities ► Consider informal and non traditional settings for your sport and communication opportunities

24. Creating Best Practice ► Characteristics of successful interventions –Those where trust with the provider and its staff has been established and a group feel safe that their needs (cultural & religious) are understood and respected –Those that take place in local facilities that are appropriate, familiar, easy to access and affordable –Those that are developed and delivered through existing BME community groups

25. Creating Best Practice... continued ► Characteristics of successful interventions –Those that offer single sex sessions and make clear in the service information how the environment and delivery will take into account religious and cultural needs –Those where transport is made available –Those where BME individuals are represented on the staff of the facility –Interventions that involved BME communities in the assessment of the needs and delivery of the intervention

26. Cultural Event Model

27. Contact Details Nik Trivedi Head of Consultancy Sporting Equals ntrivedi@sportingequals.org.uk 0121 777 1375 07825 698 089 www.sportingequals.org.uk