Sport England

PRIORITY POLICY AREAS

POLICY PROPOSALS 2004-2008

RELEVANT DRIVERS

RELEVANT OUTCOMES

INCREASING PARTICIPATION IN SPORT AND

ACTIVE RECREATION IS A COMMON

OUTCOME FOR ALL POLICY AREAS)

MAIN STAKEHOLDERS

PROMOTION AND MARKETING

[1] That sport will contribute to a 1% year on year increase in participation across the region through a 30 minutes a day campaign.

EXAMPLE Develop working relationships with key regional media (inc. BBC, Anglia TV, radio, daily newspapers) sharing joint promotion of the 30 minutes a day campaign, working with Anglia TV promoting Britain on the Move.

All settings

Ageing Population

Time Pressures

Well-being and Obesity

Utilising Education

Variations in Access

Volunteers and Professionals

Widening access

Improving health and well-being

Creating stronger and safer communities

Benefiting the economy

Sport England, Local Authorities, County Sport Partnerships, sports organisations, event organisers, private fitness industry, regional and local media partners (inc. BBC, Anglia TV, daily newspapers).

[2] That we will achieve an effective communications hub recognizing different market needs through the creation of a robust communications and marketing network.

EXAMPLE Create a Regional Communications Plan to develop systems for better communication, for example, continuing the success of the monthly email update and moving towards more targeted subscriber-based updates and targeted marketing to different audience groups.

All settings

Levels of Investment

Variations in Access

Volunteers and Professionals

Widening access

Improving health and well-being

Improving education

Benefiting the economy

Sport England, Local Authorities, EEDA, GO-East, scUK, County Sports Partnerships, sports organisations, Local Strategic Partnerships, Primary Care Trusts, event organisers, private fitness industry, regional and local media partners (inc. BBC, Anglia TV, daily newspapers).

LEGLISLATION AND REGULATORY CHANGE

[3] We will maximise the investment into sport and active recreation through the land-use planning system.

EXAMPLE Use the section 106 planning obligations to secure direct investment into sport in designated regional growth areas such as The Thames gateway and M11 Corridor.

Community

Time Pressures

Levels of Investment

Variations in Access

Widening access

Improving health and well-being

Creating stronger and safer communities

Benefiting the economy

Sport England, Local Authorities, Local Strategic Partnerships, GO-East, EEDA, ODPM, Private Sector, County Sports Partnerships.

QUALITY AND IMPROVEMENT

[4] We will have a culture of continuous improvement in the planning, delivery and evaluation of sport and active recreation through the introduction of quality assurance standards and promotion of good practice.

EXAMPLE Work with local authorities to ensure that significant numbers gain the Towards an Excellent Service standard. Also working with sports clubs and encouraging the take-up of Clubmark.

Community

Workplace

Higher and Further Education

Primary and Secondary Schools

Levels of Investment

Utilising Education

Variations in Access

Volunteers and Professionals

Improving levels of performance

Widening access

Improving levels of education

Sport England, County Sport Partnerships, scUK, ILAM, ISRM, Local Authorities, NGBs.

[5] We will create a best practice forum to recognise, showcase and celebrate the value of sport and active recreation through innovation and creativity.

EXAMPLE We will in the future, facilitate seminars that bring together beacon agencies to share examples of best practice, for example, successes in raising participation in low participation groups.

All settings

Ageing Population

Time Pressures

Well-being and Obesity

Utilising Education

Variations in Access

Volunteers and Professionals

Improving levels of performance

Widening access

Improving health and well-being

Improving education

Sport England, Local Authorities, Local Strategic Partnerships, all those in receipt of funding.

QUALITY AND IMPROVEMENT

[6] We will build quality and capacity into the professional and volunteer workforce through improved professional development and training opportunities.

EXAMPLE Improve the continuous professional and volunteer development, through increased training opportunities, and utilising new investment through the Sector Skills Council (Skills Active UK).

Community

Workplace

Higher and Further Education

Primary and Secondary Schools

Improving levels of performance

Widening access

Creating stronger and safer communities

Improving education

Improving levels of performance

Widening access

Creating stronger and safer communities Improving education

Sport England, Skills Active UK, Learning Skills Councils, County Sports Partnerships, NASD, Connexions, CCPR, NGB, COVER, ERSDA, and EEDA.

STRUCTURES AND PARTNERSHIPS

[7] We will have a fully co-ordinated sports development system with delivery led by County Sports Partnerships, School Sports

Partnerships and National Governing Bodies.

EXAMPLE Establish County Sports Partnerships ensuring core plans deliver Sport England objectives linking school sport, NGB Whole Sport Plans and community sport.

All

All

All

County Sports Partnerships Network, All partners.

[8] There will be greater opportunities for low participation groups through the promotion of effective partnerships and targeted communication.

EXAMPLE Highlight effective practice of joint-agency work, for example, piloting and testing new opportunities for low participation groups, such as GP referral for physical activity for black and ethnic communities.

All

All

Widening access

Improving health and well-being

Creating stronger and safer communities

Improving education

Sport England, County Sports Partnerships, Local Strategic Partnerships, Youth Sports Trust, Local Authorities, WSF, Primary Care Trusts, CVS.

INNOVATION AND DELIVERY

[9] We will strengthen the London 2012 Olympic and Paralympic bid in the East of England through focused activity and promotion.

EXAMPLE Promote the bid through campaigns to various sectors in the east, raising the profile and capturing volunteer interest, such as a cultural campaign.

Community

Workplace

Higher and Further Education

Primary and Secondary Schools

Ageing Population

Well-being and Obesity

Levels of Investment

Utilising Education

Volunteers and Professionals

Improving levels of performance

Widening access

Improving education

Benefiting the economy

Sport England, Local Authorities, EEDA, GO-East, scUK, County Sports Partnerships, UK Sport, event organisers, NASD, private sector, ERSDA, regional and local media partners (inc. BBC, Anglia TV, daily newspapers).

[10] We will increase participation in the isolated rural communities of the region through innovation and creativity.

EXAMPLE Test new approaches to rural isolation (Rural Activity Partnership), for example, the partnership between Sport England and the Forestry Commission, Countryside Agency, Rural Action East.

Community

Workplace

Higher and Further Education

Primary and Secondary Schools

Ageing Population

Time Pressures

Well-being and Obesity

Utilising Education

Variations in Access

Widening access

Improving health and well-being

Sport England, SUSTRANS, Countryside Agency, Local Strategic Partnerships, National Parks, Forestry Commission, Environment Agency, County Sports Partnerships.

[11] We will maximise the role of education by increasing participation through the support of the PESSCL project and the promotion of greater community use of educational facilities.

EXAMPLE Encourage educational establishments to open their doors to the public outside of curriculum hours, and facilitate partnerships with the private sector.

Community

Higher and Further Education

Primary and Secondary Schools

Well-being and Obesity

Utilising Education

Variations in Access

Volunteers and Professionals

Widening access

Improving health and well-being

Improving education

Sport England, Local Education Authorities, Youth Sports Trust, School Sports Partnerships, Eastern Universities, University College Sport (UCS), County Sports Partnerships

[12] We will increase participation in wider forms of active recreation and sport, such as extreme sports utilising innovation, promotion and support.

EXAMPLE County Sports Partnerships and other community providers to promote a wider variety of active recreation, not just traditional sports.

Community

Ageing Population

Well-being and Obesity

Variations in Access

Volunteers and Professionals

Improving levels of performance

Widening access

Improving health and well-being

Sport England, SUSTRANS, Countryside Agency, Youth agencies, NGBs, Fitness Industry Association, and private leisure providers, County Sports Partnerships, and outdoor activity agencies.

[13] Opportunities will be increased for people to participate in sport and active recreation in their sports club, school, workplace or home through better access and improved understanding.

EXAMPLE Promote and recognise that active recreation can take place in a wide range of environments, promote family activity at home (walking to work/school initiatives).

All

All

Improving levels of performance

Widening access

Improving health and well-being

Creating stronger and safer communities

Sport England, Local Authorities, County Sports Partnerships, event organisers, private sector, health sector, regional and local media partners (inc. BBC, Anglia TV, daily newspapers).

STRATEGIC PLANNING AND RESEARCH

[14] We will develop a comprehensive evidence base that will be used to measure and promote the value of sport and active recreation.

EXAMPLE Embrace innovation, test new concepts, measure the results, and promote success.

All

All

Improving levels of performance

Improving education

Benefiting the economy

Sport England, Living East, EEDA, EERA, Regional Public Health Observatory, all those in receipt of funding