1. Sport Funding in London Towards an Active Nation
Joel Brookfield
Strategic Lead – Local Relationships

2. Government Strategy: Sporting Future

3. Government Strategy: Sporting Future
Outcomes
Physical
Wellbeing
Mental
Wellbeing
Individual Development
Social and
Community Development
Economic Development
Increase in % pop meeting CMO guidelines
Decrease in % pop inactive
(5-18s, 19-64s and 65+)
Improved subjective wellbeing
Levels of perceived self-efficacy
Levels of social trust
Gross Value Added by sport sector
Outcome measures
More people from every background regularly and meaningfully taking part in sport and physical activity
A more productive, sustainable and responsible sport sector

4. Sport England Strategy: Towards An Active Nation
Social and Community Development
Individual Development
Mental
Wellbeing
Physical
Economic Development
Outcomes +
Customer Focus
How we think
How we decide
Seven investment principles
What we invest in
Tackling inactivity
Children and young people
Mass market
Core market
Volunteering
Facilities
Local delivery
Underpinned by
Workforce
Coaching
Active Lives

5. 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. .

6. 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

7. Line of sight

8. Behaviour change 1 2 3 Tackling Inactivity
Creating regular activity habits 2
Pre-contemplation
Contemplation
Preparation
Action
Maintenance 3
Helping those with a resilient habit stay that way

9. Focus on the active person
Sam’s sporting life

10. 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

11. Under-represented groups
Women
Older people
Lower socio-economic groups
People with a disability
Some ethnic groups
They need to drive growth

12. Children and young people
New remit 5-14
Basic competence – “I can do this”
Enjoyment
An absence of bad experiences
Poor
Average
Talented

13. 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

14. Governance and efficiency
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

15. Governance and 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

16. Investment programmes
Tackling inactivity
Children and young people
Volunteering
Taking sport and activity into the mass market
Supporting sport’s core market
Local delivery
Facilities

17. Investment principles
Clear line of sight to outcomes and KPIs
Targeting under-representation
Using behaviour change
More than a bank
Balanced portfolio – bankers and innovators
Flexible investment and regular reviews
Greater efficiency