CSR SERIES
SPORTEDUCATE CASE STUDY 2
Deutsche Bank is in the first year of a three-year programme aimed at 11 to 18-year-olds in London, who are at risk of becoming NEET (not in employment, education or training) to gain specific educational outcomes through sport and early interventions. Sporteducate runs 33 community clubs
offering sport, as well as education and employability activities, such as homework or extra tuition. It is closely aligned with Deusche Bank’s Born to Be corporate citizenship programme and staff members lend their expertise through volunteering opportunities, which gives them the chance to gain experience and develop new skills. All the clubs and young people are being
regularly monitored and assessed. “The hope is that over the course of the three years, we will have built a robust pool of evidence to demonstrate and prove how combining sport with education can improve young people’s education and aspirations for the future,” says programme director, Jo Stocks. “The programme’s focus is to equip disadvantaged young people in London with the skills and experience to progress to further education, employment or training.”
The Sporteducate programme features 33 community clubs offering sport for youngsters Lareena Hilton, global head of brand
and corporate citizenship at Deutsche Bank, says the organisation is passionate about helping young people realise their full potential. “We wanted to create a bold and ambitious programme – one that had real impact and learning outcomes,” she says. “It soon became clear that if we wanted to engage young people and make a difference we would need to tap into
something that they were really passionate about, so what better medium than sport? Sport is a fantastic way for young people to develop the skills that will help them grow in confidence and stature, which is proven to help with success in the academic and business worlds. What’s brilliant about Sporteducate is that it connects us with local communities and gives us a chance to contribute to their future development.”
WOMEN'S BOAT RACE CASE STUDY 3
In a bid to raise the profile of women’s sport and erode the historical gender inequalities in sport, Newton Asset Management (NAM) has backed the Oxford/Cambridge women’s boat team which goes beyond sponsorship. As well as providing funding to support
the rowers – who previously had to pay £3,000 a year to be part of the squad – the company, which does a lot to raise the profile of women in business, has also provided other benefits. NAM has used its influence to get the women’s race scheduled on the same day as the men’s and ensure it receives the same amount
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of media coverage. It has also given the athletes media training and PR support. Head of marketing at NAM, Claire
Backwell, says: “We hope that our leap of faith, will prove to be as groundbreaking as women receiving the same prize money as men in the Wimbledon final. We made the decision not knowing where the commercial benefit will come from,
but we felt that someone needs to start somewhere. It has been such a positive experience and we would encourage other companies to do the same. We've all gained from this relationship.” NAM is in the process of signing up to
other diversity in sports programmes. • To read more, turn to pp. 40-45 for our special feature on women and sport.
The support for the rowing teams has resulted in increased media coverage of the race
sportsmanagement.co.uk issue 3 2014 © Cybertrek 2014
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