The first stage of BAFA’s journey, which started nearly 20 years ago, is now al- most complete. This current sport-wide review will see one unified organisation in existence from 2013 driven by a new strategy, which aims to build upon the sport’s first Whole Sport Plan. This was authored in 2007 and caters for the gov- erning body’s circa 7,500 membership.
A great opportunity There could not be a more opportune moment for the sport to be reinvigorat- ing itself in the UK as the NFL is now back in Britain in a big way. When the New York Giants took on the Miami Dolphins in the first of the International Series regular season games at Wembley Stadi- um in 2007, the stadium could have sold out five times over within 72 hours of the tickets going on sale. In the same pe- riod, television figures for the NFL have increased by more than 60 per cent and well over a quarter of a million fans have signed up to the NFL’s UK website. When the 2010 International Series game hit Wembley, not only did it sell out, but 38,000 fans turned up in Trafal- gar Square for a Fan Rally in the week leading up to the game. Commenting on NFL’s positive influ- ence, chair of BAFA Gary Marshall says: “As we lay the foundations for the de- velopment of the sport over the next decade we are acutely aware that the in- terest which is generated by the NFL will provide the principle driver of growth in the domestic game. We have to work to ensure that the systems and structures which we employ serve to both provide effective opportunities for engagement from those
whose interest is kindled and provide a positive enough experience which aids their retention and development.” The need to pursue this twin track
approach has also been demonstrated through the decision by Sport England in 2009 to invest over £70,000 in a series of activities under the Impact and Improve- ment Award programme. “The investment by Sport England
has proven invaluable,” says Marshall. “Among the various projects which were funded included the development of elements of the coaching and officiat- ing pathway – providing the sport with both new entry level qualifications and an enhanced programme for continuing professional development.” While investment into the support
infrastructure for the sport is vital, the principle problems which face most teams when seeking to start and develop relates to the cost of participation. With the basic equipment of a helmet and pads costing over £250 there is quite a commitment required from players or a significant outlay for a team who seek to provide equipment for players to use.
Kick Start “One of the great aspects of the Impact and Improvement Award was that it enabled us to pilot a targeted equipment loan programme,” Marshall explains. “This has led to a new initiative for the summer of 2011 entitled Kick-Start. This is a new BAFA initiative to fast-track the growth of Youth (U17) American Football teams competing in the BAFA National leagues competitions by providing the loan of playing equipment for players in start-up programmes.”
Above left: The University Challenge Champions – Cardiff Cobras and the Birmingham Lions’ youth team (above)
Such is the value of the Kick-Start pro-
gramme, the global governing body for the game, the International Federation of American Football, has invested in it through their Education and Develop- ment Programme Fund in 2011. Kick-Start project lead director Jim
Messenger says: “Kick-Start is a landmark programme for us. Our participation profile shows that most of our members are adults. Kick-Start, allied to wider development work, gives us a chance to significantly boost the number of young people playing football in Britain. “In addition to the provision of equip-
ment to successful applicants, the resources put into the programme see a dedicated co-ordinator in situ to pro- vide a high level of support to the new teams in their start-up year and to collect in-depth information to support future investment and development in youth football,” Marshall says.
University Growth At present, one of the primary entry routes into American football is through
We’re working towards 67 student teams this season with more undertaking development in readiness for 2012-2013 Andy Fuller, BAFA director for student football development
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