Memorandum submitted by Sportsmatch
SPORTSMATCH—THE BUSINESS SPONSORSHIP
INCENTIVE SCHEME FOR GRASS ROOTS SPORT
INTRODUCTION
The Culture, Media and Sport Committee has agreed
to inquire into community sport and the support provided to it,
by the Department for Culture, Media and Sport, UK Sport, Sport
England and local authorities. The Committee has indicated that
it wishes to focus its inquiry on the development of grassroots
sport and participation, and intends to review existing initiatives
and expenditure. Submissions have been invited from interested
organisations.
Sportsmatch is the government's business sponsorship
incentive scheme for grass roots sport. It is funded by DCMS via
Sport England and administered by the Institute of Sports Sponsorship
(part of the European Sponsorship Association).
The Sportsmatch story
Sportsmatch was launched in November 1992 following
discussions between representatives of business sport and government.
The objective of the scheme from the outset was to encourage the
business sector to invest money in sport at the grass roots level.
Commercial sponsors would be incentivised to put funds into bone
fide sports development programmes by Sportsmatch being able to
match that money—the combined funding going to applicant
organisations capable of delivering sustainable community activities.
Sports deliverers range from NGB's with country-wide schemes to
local clubs and schools operating in small communities.
The success of Sportsmatch in meeting its overall
objectives is demonstrated by the records and by research statistics.
More than 4,800 companies have had their sponsorship of grass
roots sports projects matched by Sportsmatch since 1992. 4,600
sporting projects have been co-funded by these sponsors.
The nearly 5,000 sponsoring companies range
from large concerns such as McDonalds, Coca Cola and Nike to many
small local businesses. Their investment ranges from £500
to more than £50,000 (the most we can match) and the average
sponsorship is more than £8,000. Independent research shows
not only that the vast majority of these sponsors would not have
invested in grass roots sport without the Sportsmatch incentive
(or would have invested far less) but also that the vast majority
carry on with their sponsorship programme long after the three
year maximum extent of our matching.
Further, the projects which Sportsmatch has
encouraged sponsors to support represent around two thirds of
the sports sponsorship activity of these nearly 5,000 companies.
Priority is given to new sponsors and/or significant increases
in grass roots sponsorship funding.
The sporting projects themselves principally
involve coaching and development programmes which increase participation
and improve basic skills. Applicants can be NGBs, clubs, schools,
local authorities or other competent deliverers of sporting experience.
Sportsmatch-inspired programmes represent more than half their
total community development work.
The average scheme involves more than 1,000
participants—the great majority under the age of 18—and
around 500,000 new participants are drawn into new sporting experience
each year. Most activities extend for more than one term and many
for more than one year—at a cost to Sportsmatch of under
£10 per participant.
Sportsmatch priorities
Since the outset of the scheme, agreed priorities
have been followed and met. Sport for school-age youngsters, for
the disabled, for ethnic minorities and for women/girls have been
priorities since 1992. Evolving government priorities have been
added—urban and rural areas of deprivation, disadvantaged
social groups, projects with social inclusion/cohesion outcomes,
all have for many years been given priority in Sportsmatch co-funding
decisions by our independent Panel.
Other key priority considerations are the innovative
nature of sporting activities, robust school-club links and projects
with clear sustainability. Our research and evaluation programmes
underpin our determination to ensure, as far as possible, that
these priority aims are fully met.
In order to make sure that projects co-funded
by Sportsmatch and sponsors work in accordance with the sporting
strategies, nationally and locally, all applications over £5,000—and
some others—are referred to Sport England and to the appropriate
governing body for comment and recommendation.
Our research demonstrates:
more than 95% of participants in the
schemes we co-fund are under the age of 18;
25% of schemes include people with
disabilities;
40% of schemes include ethnic minority
participants; and
76% of schemes include women and girls.
Sportsmatch makes a very considerable contribution
not only to the sporting life of the country but to social well-being
and the national health and fitness agenda.
Sportsmatch funding constraints
In the first part-year of Sportsmatch funding
in England our grant was £1.1 million. This rose quickly
to £3.7 million in 1994-95, at which point—as part
of an overall government curb on departmental budgets—it
was reduced to £3.2 million pa. In recent years it has slowly
increased again but at £3.675 million for 2004-05 and the
same level for 2005-06 it is still below the level of funding
of ten years ago (without taking into account the effects of 10
years of inflation).
Operational costs of the scheme have been held
at £5-600,000 pa, allowing for more than £3 million
to be allocated to awards. However funding constraints have forced
modifications to funding policies (such as reducing second and
third year co-funding to 50% and 25% respectively). Despite these,
and other, modifications and prudent elimination of applications
deemed unlikely to succeed, eligible applications have consistently
exceeded funds available—in some years by more than £1
million.
Working with Sport England
Sportsmatch and its staff have worked closely
with Sport England since the scheme started in 1992, not only
through regular consultation on applications as described above
but also by having Sport England representation at Panel meetings,
variously as members or observers.
Since 2001, funding for Sportsmatch has been
channelled by DCMS via Sport England. Funding has been ring-fenced
but accountability has been to Sport England. In April 2004 Sportsmatch
moved to the Sport England offices in Holborn albeit retaining
autonomy through the grant made to the Institute of Sports Sponsorship
to administer the scheme. Even closer links have been established
with Sport England staff at head office and in the regions and
discussion between Sportsmatch and Sport England staff have strengthened
the long-term benefits and strategic integration of many applications.
Sportsmatch and Sport England strategies
The government's strategic review and the "Game
Plan" document of 2002 set a new agenda for sport in
England. This included new roles, priorities and structures for
Sport England.
In turn Sport England reviewed its own strategic
approach as outlined in "The Framework for Sport in England"
and in nine regional review documents. The Framework for Sport
set out the vision for sport in England—"to be
the most successful sporting nation in the world". At the
root of the strategy is the simple focus to help people start,
stay and succeed in sport.
An analysis that a change in culture is needed
in order to increase participation in sport across all social
groups and to bring about improvements in health and other social
and economic benefits is taken through a process of change drivers
and settings to seven main outcomes:
— increasing participation in sport
and active recreation;
— improving levels of performance;
— improving health and well-being;
— creating stronger and safer communities;
— improving education; and
— benefiting the economy.
Sportsmatch is independent of Sport England
but works with it to achieve mutual objectives. In every one of
the above outcomes Sportsmatch can demonstrate its contribution—in
many of them with great significance. This is particularly so
in respect of the Sport England objective of significantly increasing
participation in sport by at least 1% year on year. Sportsmatch
has proved its effectiveness in contributing significantly to
participation increases by helping to fund local sport development
initiatives.
Moreover Sport England has recognised that funding—and
other support—from the commercial sector will be vital to
the achievement of its objectives and has pledged to explore avenues
to create new partnership opportunities. This is the aim which
Sportsmatch has pioneered and developed so successfully for more
than twelve years and we will work with new structures, such as
County Sports Partnerships, to further these aims. Although based
in London, Sportsmatch works on a regionalised basis and believes
in delivering national and regional objectives at local level.
The current debate
Currently, sports funding structures are undergoing
further examination and analysis—eg the recent announcement
of a National Sports Foundation and the impending "Carter
Review." Those involved with the Sportsmatch scheme are determined
to ensure that the success of the scheme and its substantial contribution
to national objectives for community sport are fully recognised
in this process.
The messages which we wish to impart are as
follows:
Sportsmatch is unique in utilising public funds
to leverage additional funding from the commercial sector into
sustainable community sports programmes—particularly at
local level.
Sportsmatch actually delivers funding and activity
which is entirely relevant to government and Sport England objectives.
Sportsmatch has been, and will continue to be,
the most effective means of achieving increased participation
in sport.
Sportsmatch priorities reflect those of government
and Sport England policy and the priorities are met and add measurable
value.
RECOMMENDATIONS
We commend the success of the Sportsmatch scheme
to the Culture, Media and Sport Committee and hope that the Committee
will agree that:
1. Commercial sector investment at community
level is vital for the development of grass roots sport and requires
sustained encouragement.
2. Sportsmatch has proved to be the most
effective means of attracting sustainable commercial sector investment
into grass roots, community sport.
3. Community sport is delivered in a variety
of ways and requires funding support at a variety of levels. The
Sportsmatch model can be extended to operate at any of these levels.
4. Funding constraints alone have limited
the scope of development: significant additional funding, with
a medium-to long-term commitment, should be allocated to Sportsmatch
in order to realise its potential to harness public-private partnership
investment into all levels of community sport.
EXAMPLES OF GRASS ROOTS SPORTS PROGRAMMES
FUNDED BY COMMERCIAL SPONSORS AND SPORTSMATCH
Organising body: Rugby Football League
Sponsor: Arriva Trains Northern
Activity: Girls grass roots coaching programme
Sportsmatch award: £50,000
A first-ever grass roots sponsorship for Arriva
Trains. The project reached 5,000 girls and created 300 teams
in a regional programme to increase female participation in Rugby
League and created structured programmes for coaching and competition
in clubs.
Organising body: Cornwall County FA
Sponsor: Carrs Audi
Activity: A community coaching programme
Sportsmatch award: £3,000
The sponsorship targeted children aged 5-11
who had not previously had the opportunity to play football in
their school or local club. Sessions were staged in 24 venues
around the county with local clubs providing follow on opportunities.
More than 100 girls joined local clubs and 20 new mini teams were
created.
Organising body: City of Westminster
Sponsor: Pinnacle-PSG
Activity: A programme of outreach sport
Sportsmatch award: £10,000
Pinnacle-PSG used the sponsorship to offer viable
alternatives to anti-social behaviour on the housing estate which
it manages. The one-year programme targeted five deprived wards
in the City of Westminster and its success prompted the authority
to continue its support subsequently.
Organising body: British Disabled Water-ski
Sponsor: Typhoon International
Activity: Purchase of protective and safety
equipment
Sportsmatch award: £3,500
Typhoon sponsorship funded the purchase of vital
kit to equip a mobile training unit that introduced water-skiing
to young people at clubs around the country. The unit overcame
the major problem of access and awareness of disability needs
in local water-ski clubs.
Organising Body: Stoke on Trent City Council
Sponsor: Transform Schools Stoke
Activity: A football development programme
Sportsmatch Award: £30,000
Transform Schools used sponsorship as a means
of reducing vandalism at a number of school sites it operates
in Stoke that had become a significant factor in operating costs.
The employment of a football development officer will provide
a resource to develop and co-ordinate local activity, gain further
funding and accelerate provision of football training in the area
to disadvantaged members of the community.
Organising Body: Seishin Judo Club
Sponsor: BOC Edwards/BOC Group
Activity: The creation of a new club
Sportsmatch Award: £3,000
BOC sponsorship supported the foundation of
a new, school-based judo club and provision of regular coaching
sessions at local centres that included the provision of equipment
and coach education.
Organising Body: Cumbria LTA
Sponsor: P U Dobson and Sons Motors
Activity: A schools tennis programme
Sportsmatch Award: £7,750
The "Serving Tennis to Schools" project
provided curriculum and after school activity, teacher training
and award schemes to encourage take-up and participation in the
game. Local schools, including special needs, were provided with
kit, instruction and a tennis festival that recognised achievement
and developed skills.
Organising Body: Capital Kids Cricket
Sponsor: British Land Company
Activity: Coaching for primary school cricket
Sportsmatch Award: £10,000
The lack of cricket for inner city schools has
been addressed by Capital Kids Cricket since 1989. Sponsorship
from British Land brought nearly 1,000 hours of coaching to 80
schools and left equipment in place to ensure continuity.
Organising Body: Golf Foundation
Sponsor: The Telegraph Plc
Activity: Introduction to golf for inner city
youngsters
Sportsmatch Award: £50,000
The Telegraph sponsorship introduced golf to
20 schools in the inner city areas of Birmingham, Liverpool, London
and Southampton. Almost 10,000 children participated in the initial
stages which built up to a merit award scheme enabling 1,000 children
to gain an unofficial handicap at a par 3 course.
Organising Body: Hackney Community College
Sponsor: Moneygram
Activity: A multi-sport programme
Sportsmatch Award: £50,000
Get Started with Moneygram was aimed at new
immigrants to Britain to help their assimilation through a range
of sporting initiatives. As well as a range of indoor sports the
scheme delivered advice on language courses, employment opportunities,
health, housing and banking.
March 2005
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