Transformative Approaches for UK Sports Clubs to Engage Underserved Communities
Engaging underserved communities in sports and physical activity is a critical mission for many UK sports clubs, as it not only promotes health and well-being but also fosters community cohesion and social inclusion. Here, we delve into the transformative approaches that UK sports clubs are adopting to make a meaningful impact on these communities.
Understanding the Need for Inclusive Sports Programs
Sports and physical activity are often seen as universal rights, but the reality is that many young people and adults in underserved communities lack access to these opportunities. Organizations like StreetGames and Sport England are at the forefront of addressing this disparity.
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“Access to sport and its benefits are a right and not a privilege,” emphasizes StreetGames, highlighting the need for inclusive sports programs that cater to the diverse needs of underserved communities[1].
Doorstep Sport: Bringing Activity to the Community
One of the most effective strategies is the “Doorstep Sport” approach, championed by StreetGames. This method is underpinned by the “five rights”: sport delivered at the right time, in the right place, in the right style, by the right people, and at the right price.
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- Right Time: Ensuring that sports activities are scheduled at times that are convenient for the community, such as after school or during weekends.
- Right Place: Conducting activities in locations that are easily accessible and familiar to the community, such as local parks or community centers.
- Right Style: Offering a variety of sports and activities that cater to different interests and abilities.
- Right People: Training and employing local coaches and volunteers who understand the community’s needs.
- Right Price: Making sure that the activities are affordable or free, to remove financial barriers[1].
Funding and Resources: Key to Sustainability
Securing funding is crucial for the sustainability of sports programs aimed at underserved communities. Sport England’s funding initiatives are designed to support projects that align with their priorities, particularly those that address long-standing inequalities.
Sport England’s Funding Priorities
Sport England invests over £250 million annually from the National Lottery and government funds to support physical activity projects. Here are some key priorities:
- People Living on Low Incomes: Projects that provide opportunities for individuals from low-income backgrounds.
- Disabled People: Initiatives that cater to people with long-term health conditions or disabilities.
- Culturally Diverse Communities: Programs that engage people from diverse ethnic backgrounds.
- LGBTQ+ People: Projects that support the LGBTQ+ community.
- Carers and Foster Care: Initiatives that benefit unpaid carers and those in foster care[2].
Example Funding Opportunities
| Funding Source | Description | Amount |
|---|---|---|
| Sport England’s Movement Fund | Crowdfunding pledges, grants for physical activity projects | Up to £15,000 |
| Crowdfunder and Sport England | Match funding for sports clubs facing financial difficulties | Up to £10,000 |
| Biffa Award – Recreation | Grants for not-for-profit organizations for recreational projects | £10,000 to £75,000 |
| Middlesbrough Council – Community Grant Fund | Grants for community development projects | £250 to £1,000 |
These funding opportunities are instrumental in supporting local sports clubs and community groups in their efforts to engage underserved communities[2][5].
Place-Based Partnerships: A Local Approach
Sport England’s place-based partnerships are another vital strategy. These partnerships focus on creating conditions for change at a local level, particularly in areas with high inactivity levels and social need.
How Place Partnerships Work
- Local Delivery Pilots (LDPs): Sport England has learned from 12 local delivery pilots and is expanding this approach to over 80 new places across England, investing up to £190 million.
- Active Partnerships: Working with a network of 43 Active Partnerships to foster relationships with local organizations and leaders.
- Data-Driven Approach: Using physical activity data from Active Lives Surveys, along with social data including the Index of Multiple Deprivation (IMD), to understand community needs[4].
Community Engagement and Inclusion
Community engagement is at the heart of any successful sports program aimed at underserved communities. The Black Sport Collective, for example, is working to increase Black student participation in university sports and physical activity.
The Black Sport Collective
Launched in October 2023, the Black Sport Collective aims to celebrate Black students’ achievements in sport, create more participation opportunities, and form partnerships with organizations and societies. This collective highlights the importance of inclusion and belonging within sports settings[3].
Training and Development: Building Capacity
To ensure the long-term success of these programs, it is essential to develop the skills and knowledge of the workforce. StreetGames’ Training Academy is a prime example of this approach.
StreetGames Training Academy
The academy offers courses that build skills in sport, physical activity, community safety, and mental and physical well-being. These programs are designed for staff, students, apprentices, volunteers, youth workers, and young leaders, ensuring that the workforce is equipped to activate change within their communities[1].
Mental Health and Physical Activity
The link between physical activity and mental health is well-documented. Sports clubs can play a significant role in promoting mental well-being, especially among young people.
Mental Health Benefits
Physical activity is known to reduce symptoms of anxiety and depression, improve mood, and enhance overall mental health. By incorporating mental health support into their programs, sports clubs can offer a holistic approach to health and well-being.
“We know that sport and physical activity are powerful tools to bring people together and help individuals stay healthy, connected and happy, regardless of background or ethnicity,” notes the Black Sport Collective[3].
Practical Insights and Actionable Advice
For sports clubs looking to engage underserved communities, here are some practical insights and actionable advice:
Build Local Partnerships
- Collaborate with local organizations, schools, and community groups to understand the specific needs of your community.
Offer Diverse Programs
- Provide a range of sports and activities to cater to different interests and abilities.
Ensure Accessibility
- Make sure that your programs are accessible in terms of location, timing, and cost.
Train Your Workforce
- Invest in training your staff and volunteers to ensure they are equipped to support the community effectively.
Seek Funding
- Explore various funding opportunities and apply for grants that align with your project goals.
Engaging underserved communities in sports and physical activity is a multifaceted challenge that requires a comprehensive and inclusive approach. By adopting strategies like Doorstep Sport, securing appropriate funding, fostering place-based partnerships, and focusing on community engagement and training, UK sports clubs can make a significant impact on the lives of young people and adults in these communities.
As StreetGames aptly puts it, “We are the people beside the people who change lives and communities.” By working together and leveraging these transformative approaches, we can create healthier, safer, and more successful communities through sport[1].