FIA UPDATE A sporting legacy for families
A new partnership between the FIA and Asda aims to bring sport and physical activity into the heart of hard-to-reach communities. FIA CEO David Stalker outlines the opportunities for FIA members
T
he FIA’s mission is to get more people, more active, more often. We believe everyone should be inspired
to enjoy sport and physical activity. While this summer will no doubt see a
vastly increased interest in sport courtesy of the 2012 Games, beyond elite athletes and avid spectators perhaps the most crucial part of establishing a physical activity legacy will be to bring it alive in local communities. We need to help children and their parents fi nd activities they can do together, even if their family lives are demanding and their budgets limited by tighter economic times. T at’s why the FIA has joined up with
Asda, as part of its Asda Community Life strategy, to sponsor 20 large-scale community sporting events. Taking place in playing fi elds and green spaces close to Asda stores up and down the country, the aim is to help mums with young kids, living in deprived communities, to get active by trying out sports and activities at the events.
community events The FIA is using its experience in the physical activity sector to act as the hub for this exciting commercial project, in partnership with Asda, Sport England and outdoor recreation charity Fields in Trust. This new activity campaign, ‘Asda
Active: Getting Britain Moving’, will also capitalise on partnership links within the Department of Health’s Change4Life campaign, as well as working with 20 local authorities to build connections in these communities to make all the events a success. Bringing together sporting National Governing Bodies (NGBs), County
Sports Partnerships, local charities, Sport Inspired and FIA members, up to eight affordable and accessible sports will be showcased by local sports and fitness operators in the Asda Active Zone at each of these events. Activities will include Kwik Cricket (an Asda-sponsored programme through the ECB), football, martial arts and volleyball for kids, plus class demos of activities such as Zumba for mums to try out. Additionally, the
events will embrace the feelgood factor: at each event a local charitable sports provider, voted for in-store by local Asda customers, will receive a donation and the opportunity to promote their sport at the event. The nation’s future Olympians –
FIA members will be encouraged to promote aff ordable off ers at the Asda Active events, which are expected to attract around 50,000 people
the Asda Athletes – will also make an appearance at each of the events.
creating lasting change Asda is looking to FIA members to provide the activity legacy from this campaign: to support attendees of these community events to stay active afterwards by offering guidance about where they can access affordable local activities and facilities. As part of this, FIA members local to the events will be invited to come along and promote affordable offers for their facilities. The events will be promoted via an
extensive online marketing campaign led by Asda, including a social media drive. Asda Community Life Champions will also promote the events in local papers, on the radio, in clubs, schools and in-store. The events, which will take place
T e campaign links up with 20 local authorities 24
over the summer, are expected to attract around 50,000 people in total. This will
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offer a unique data capture opportunity before, during and after the events. The FIA and Asda will be building up a consumer panel and will be able to share data with FIA members in each catchment area, helping them develop their local community engagement strategies, as well as generating unique insights into the barriers and motivations regarding getting more people, more active, more often. A series of flagship events will take
place across the UK over the Queen’s Diamond Jubilee bank holiday (2-5 June), with further events following in the school holidays up until 27 August. This project offers a great opportunity
for FIA members, particularly leisure centres and sports facility operators, to reach out to their communities and make a lasting difference to people’s health – to be part of what we hope will be a highly successful consumer-facing campaign. For more information about events in
your area, call +44 (0)20 7420 8584 or email
francesca.burbidge@fia.org.uk
may 2012 © cybertrek 2012
Health Club Management is the FIA’s Public Affairs Media Partner
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