Aviva and UKA Grassroots Investment, Presentation prepared by: Andy Paul Presentation for: Aviva Date: Monday 9 th March 2009

Athletics Strategy, UKA A world leading sporting organisation delivering clear and inspirational leadership for athletics to ensure a vibrant and empowered sport at every level that can evolve to meet every challenge Aviva Supporters of athletics from playground to podium, as the team behind UKA (UK Athletics) for more than a decade. It is their mission to make it easier for athletes of today and tomorrow to achieve their dreams. In addition to ongoing support of the Aviva GB & NI Team, they are also give every child in the UK the opportunity to get involved in athletics, creating a long-term legacy for the sport and unearthing more champions along the way.

Strategic Outcomes The planning phase aims to develop best practice whilst recognising how the sporting picture has evolved in recent years. 3 principle areas of work sit beneath and lead towards our World Class programmes: GROW Increase the number of participants in Athletics SUSTAIN Improve the quality of the experience of Athletics EXCEL Improve the standards of performance

Projected Participation Targets 2008 Actuals2009 Targets School Participation / Awareness27,63735,000 Teacher Participation / Awareness27,67350,000 Child Participation2,813,1574,000,000 Using the Aviva investment to maximise awareness and implementation of athletics in and around the education sector we have set targets to reflect UK wide work programmes, in all Home Nations

Elevating Athletics Teaching resource that highlights athletics as the foundation of most other sports, athletics - running, jumping and throwing – giving every child regardless of ability, a sporting base built on a solid foundation. Shine Awards An individual awards programme used by schools and clubs to recognise and reward personal development in athletics, including specially tailored programmes for disabled children. They help children develop individual athletics skills through four levels of activity: 'play and learn', 'participation', 'getting better' and 'performance‘. Sportshall Athletics Competition This programme provides a first taste of indoor athletics competition for young athletes representing their area within a series of regional and national finals. The main programme consists of regional finals across the UK for Under 13s and Under 15s. The Aviva Sportshall UK final is held each year and crowns team champions as well as Under 15s individual winners. Startrack This programme provides an exciting athletics opportunity for 8-15 year olds throughout the year. Children can develop and hone their athletic skills within structured coaching programmes that operate after school, during holiday periods and at weekends. Home Country Schools Competition Underpinning the National Schools Competition programme, in all 4 Home Nations, on Cross Country and Track & Field. In addition to 8 National Championships the programme supports 2 Home Country Schools Internationals where the very best school talent has the chance to earn a National “Vest” for the very first time. Aviva’s Investment

Aviva on the Athlete Pathway Education - c Primary School upwards Club & Community GB & NI Team Coach and Athlete Home Country Sponsor Audience / Advocate / Influencer Athlete Pathway Teacher and Community Startrack Shine AwardsElevating Athletics Home Country Schools Sportshall Athletics

The ‘consumer’ 7 Introduction to athletics School – via teacher: Elevating Athletics, Shine, Startrack,, Sportshall, athlete appearance General promo – info leaflets, giveaways, Startrack tasters, athlete appearance Increase profiles of athletes & athletics – Heroes and Icons Children with no athletics knowledge Children supporting but not active Children involved at school but no further interest Children active within schemes Children within athletics Promote active involvement in athletics via: Grassroots promotion – Increased marketing of grassroots, general promos, UKA Academy Increased athlete grassroots background promo - blogs, mag / e-zines – promoted general School promo – teacher and parent inclusion / promotion aimed at Increase active engagement Promote movement towards clubs Teachers / organisers – ensure easy pathway to clubs from grassroots schemes / Startrack Parents – ensure opportunities for children are highlighted Children – increased awareness of clubs via popular links (ie social networking, UKA Academy Greater engagement and retention Retention of young athletes at key drop-off ages Children – increased engagement / creating social networks / more reasons to stay in sport regardless of exterior influences Parents – assist with parental support of young athletes Clubs – assist with potential talent-spotting and increasing attraction to stay on in club Retention Promote / encourage movement towards UKA schemes / local clubs Teacher / parent involvement – grassroots products / schemes ‘potential’ spotting, promoting clubs Sporting Athlete backgrounds – promote importance of athletics for all sports Clubs – assist clubs with promotion Club ~ school links – assist with increasing link via home nations involvement Greater engagement and retention

Aviva UKA Academy Tracking the Field A fresh and innovative website based engagement to hit target audiences : Creating Heroes and Icons to inspire and motivate Identifying Ambassadors to endorse and carry the grassroots message Direct connections for the consumer to their nearest Home Country service provider Youth and Family Engagement at key points – Shine Awards / sportdays / Startrack Shine online – using the UK Awards scheme to track performance, evaluate progress and allow the athlete to assess and set developing targets Track and monitor Schools Competition athletes, to maximise transition in partnership with Home Nations Using Aviva research to underpin fresh messaging UK Database – ensure that online Aviva presence feeds the UK database as athletes transition to the sport from school / community / Startrack Workshop Evaluation / Teacher Feedback – analyse and review content regularly Startrack online registration – easing workload and delivering effectively

A Sporting Legacy UKA will seek to match Aviva’s commitment to protecting the health and wellbeing of the next generation by provision of effective programmes and products to the developing athlete, their teachers, coaches and community. Participation in sporting activity helps children learn vital life skills such as teamwork, leadership, confidence, discipline and learning to win and lose – Startrack, Elevating Athletics, Shine, Sportshall It's also about dreams. As the team behind UKA, Aviva is making it easier for athletes of today and tomorrow to reach their sporting goals – inspiring and motivating tomorrow’s champions with Heroes and Icons

For further information please contact: Andy Paul, Programme Delivery Manager T: , E: UK Athletics, Athletics House, Central Boulevard, Blythe Valley Park, Solihull, West Midlands, B90 8AJ