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

Government Strategy: Sporting Future

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

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

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. .

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

Line of sight

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

Focus on the active person Sam’s sporting life

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

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

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

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

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

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

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

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