SHOW PREVIEW
SPORT INNOVATION
THE SPORT SHOW AT LIW, HELD BETWEEN
a wider base of spectators have all contributed to the game’s
increased accessibility and captured interest from many peo-
22-24 SEPTEMBER AT BIRMINGHAM’S NEC
ple outside the traditional cricketing fan base.
WILL OFFER LIVE DEMOS, EDUCATIONAL
With an ageing population, NGBs also need to address the
needs of the older sportsperson, particularly at community
EVENTS AND NETWORKING OPPORTUNITIES
level where the social aspect of sport could be an important
reason for staying. Rugby league may be perceived as a very
nnovation in Community Sport is the central theme at physical sport, but the recently introduced Masters Rugby
I
this year’s Sport Show event at LIW, which fits well with League has been retaining older players by lessening the
Sport England’s recent challenge to the national govern- chance of injury. Different coloured shorts are worn based on
ing bodies of sport (NGBs) and sports organisations to the age of the player and these colours represent different
come up with ideas on how to get the nation more active in tackling rules, which allows for a safer game.
the run up to the 2012 Olympic Games.
Sport England and a wide selection of NGBs will represent- COMMUNITY INNOVATION
ed at the show, so we take a look at some of the innovative Volleyball England is already extending the grassroots partici-
ideas already in place within the sports sector. pation in the game. A range of schemes, including Let’s Play
Sport England’s second Active People Survey, released earlier Volleyball, aim to encourage the under-16s to play and extend
this year, found that 6.8 million adults have taken part in sport, their skills in officiating and coaching. Then there’s the nation-
at least three times a week, during the past 12 months. Al- al festivals including VolleyFest and BeachFest Volleyball that
though this highlighted an increase of more than half a million encourage people of all ages and abilities into the game.
participants compared with the first Active People Survey taken Lisa Wainwright, CEO of Volleyball England, says: “Our mass
in 2007, it also showed a need to attract a larger proportion of participation programmes are encouraging young people to
the country’s sedentary population towards sustained activity. play but we also want to sustain this involvement past the
With a view to developing more inclusive and accessible age of 16, so the nation-wide Volleyfest and BeachFest
game formats to attract this wider audience, Sport England Volleyball events help develop talent and game skills in
has ring-fenced £5m of National Lottery Funding each year, for different formats of play in a fun atmosphere.”
the next three years, to fund innovation and has invited NGBs Mini Volley has also evolved for those who have mastered
to look at how they too might tweak their traditional game the basics and are ready to move onto the ‘three versus three’
format to encourage more interest and participation. format, while the next stage – Super Mini Volley – increases
the level of expertise and continually challenges players in
A SMALL CHANGE CAN MAKE A BIG DIFFERENCE order to sustain their enthusiasm.
Twenty20 Cricket is a great example of how a change in game Attracting schoolchildren into athletics and keeping them
format can invigorate a sport. Limiting the number of overs to interested in the sport is key for UK Athletics, which has a num-
20 per team, introducing colourful team kits and encouraging ber of initiatives in place with a fun element. The Aviva UKA
Academy has been set up to give children of all abilities the
chance to take part. Six schemes make up the Academy with
new indoor/outdoor competitions and award structures. The
programme includes teacher training tools, inter-school match-
es, disability sport recruitment and after school and summer
holiday groups. One of these schemes is Aviva Parallel Success,
which aims to identify disabled athlete talent.
“Since athletics has dropped from the school curriculum we
have relied heavily on the support of our sponsor Aviva to drive
athletics in schools by providing children with the opportunity
to take part in the most popular Olympic sport and develop
their talent,” says Niels de Vos, chief executive of UK Athletics.
TWENTY20 CRICKET IS A GREAT EXAMPLE
OF HOW A CHANGE IN GAME FORMAT CAN
INVIGORATE A SPORT
Let’s Play Volleyball aims to extend the skills of the under 16s
42 Read Sports Management online
sportsmanagement.co.uk/digital Issue 3 2009 © cybertrek 2009
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