STREETGAMES LEGACY
StreetGames, a charity delivering sport to disadvantaged communities, partnered with Coca Cola to commission a report on participation. Dr Laura Hill from Brunel University, which undertook the research, outlines the findings
DR LAURA HILL • SENIOR LECTURER (YOUTH SPORT) • BRUNEL UNIVERSITY
to enable them to enjoy the benefits of sport and participate at the same rate as their more affluent peers. The charity defines its approach
S
to the delivery of opportunities as ‘doorstep sport’ – taking sport to com- munities at the ‘right time, right price, right place and in the right style’.
ince its launch in 2006, StreetGames’ vision has been to assist the most disadvantaged young people and communities
The doorstep sport approach addresses
the needs of young people who may not have the finances, support or knowledge which is needed to get involved in sport. It has developed a wide range of resources that help to identify and overcome barriers that impact young people’s participation, including con- cerns about safety, fees, travel, activity choice, adult support, confidence, famil- iarity with the environment and overall knowledge of the activities.
The StreetGames network has grown
substantially – collectively delivering more than 110,000 doorstep sports sessions, attracting more than 228,000 participants and 2.3 million attendances. StreetGames uses its financial and experiential resources to lobby for greater investment in disadvantaged communities, to develop the skills and knowledge of sports workers and to consider ways to improve the quality of sports delivery in renewal areas.
LIZ LOWE CORPORATE RESPONSIBILITY AND SUSTAINABILITY MANAGER AT COCA-COLA GB
Coca Cola chose Streetgames as its grassroots sports partner in 2010. The deal came to an end this year, when a further three-year deal was signed.
How did Coca Cola GB identify Streetgames as its grassroots sports partner? We’ve a long history of supporting grassroots sport and have done a lot of work with the English and Scottish school football associations. When our 10-year
sponsorships with those organisations came to an end, it was no longer appropriate for us to work in a school environment – regulations mean we can no longer sell our drinks through schools. So we
were looking for something different, something that would appeal to those who weren’t already physically active – as opposed to the work we had done with elite school football teams. During the search, we came across
StreetGames. We soon realised it was the perfect fit for everything we were trying to achieve in terms of delivery. The audience they worked with was perfect, as not only is it about getting young people more active, but it’s also doing a remarkable amount of social good. StreetGames works in the most de- prived areas of the country so it’s both the physical and the social side that they get involved in.
Was Coca Cola involved in the Brunel report? After discussing the possibility of doing a research project with StreetGames, we felt that a
report on legacy would be beneficial not only to StreetGames but also to any future host nation of an Olympics. Coca Cola is a long-time sponsor of the Olympic Games and we had the desire to find out whether 2012 made a real difference in participation. We wanted to produce something that we could share with our global partners and to help future legacy projects. The report was funded fully by Coke Foundation – a global philanthropic fund.
How will you implement the Brunel report’s findings? The most important thing is to share the report and its findings with our colleagues in Russia and Brazil, the hosts of the next two Olympic Games. Coca Cola Brazil is looking at the relationship that we’ve set with StreetGames because grassroots proj- ects will be important at Rio 2016.
40 Read Sports Management online
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Issue 3 2013 © cybertrek 2013
STREET CRED
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