Funding for the core market

There are two things that we want to achieve with this fund

Our two main aims are:

  • Keeping people active when life changes. Disruptions are unavoidable but what is important is that, when circumstances change, people are supported to find the next activity that meets their new needs. This may mean that an organisation that regularly supports people through major changes (e.g. GPs or student unions) can build this support into their service or advice, or that those providing the activity are able to meet the changing needs of the individual.
  • Helping to support the people who drop out more than others. Women, people with a limiting disability, those less well-off and people aged 55+ are the most likely to stop exercising regularly when life changes. We want to work with partners to better understand what can be done to help these individuals to stay active.

For both of these aims, we want to see a reduction in the number of people who stop doing sport and physical activity.

Partners who receive our investment will need to demonstrate that their work has resulted in more of their target audience staying active. This might be compared to previous years or compared to control groups.

How will we do this?

Our new fund aims to reach those people within the core market who are outside the reach of sport’s national governing bodies.

Applicants will need to explain how they plan to support people whose circumstances and ability to do sport and activity are at risk – or who have stopped completely.

We expect to make individual awards of between £50,000 and £500,000. In exceptional circumstances, investments of up to £1m may be made.

Who should apply to this fund?

We want to be innovative and bold with this new investment and hope to attract a range of organisations through an open process.  

This may involve investing in organisations with new ideas that may require some 'seed' funding to prove or test concepts and help us learn something new. It may also involve those with a strong track record of keeping people active already.

We want to work with a range of providers who can help people stay active when their lives change. You may be:

  • Health professionals supporting those with an injury or illness to find activity that fits their current situation
  • Colleges and universities supporting those starting a new phase of education
  • Estate agents supporting those moving house to find new activities in their local area.

We’re not looking to fund more of the same existing activities – we're interested in innovation

We won't just fund sports bodies or activity providers. You could be an organisation that supports people with a long-term illness or injury, or one that advises people when they’re retiring. We are looking inside and outside the sport industry.

We'll be encouraging collaborative bids, where organisations want to work together to help people do different activities. This may include:

  • Helping those with sport-related injuries to find another activity that keeps them active and helps them recover.
  • Complementary seasonal activities made easy to move between them when seasons change
  • Supporting new parents to find ways to stay active that fit in with their new responsibilities.

We're interested in innovation with this investment. We’re not looking to fund more of the same existing activities – or interfere where something is already successful and thriving.