Transformative Approaches for UK Sports Clubs to Engage Underserved Communities
Engaging underserved communities through sports is a pivotal strategy for promoting social change, improving health, and fostering community development. In the UK, several innovative approaches are being implemented by sports clubs and organizations to ensure that young people from disadvantaged backgrounds have access to the benefits of sport and physical activity.
The Importance of Access to Sport
Access to sport and physical activity is often a privilege reserved for those with the means, leaving many young people in low-income, underserved communities without the opportunities they deserve. Organizations like StreetGames are working tirelessly to bridge this gap.
“Access to sport and its benefits are a right and not a privilege,” emphasizes StreetGames. Their mission is to transform the lives of young people through sport and physical activity, ensuring that these opportunities are delivered at the right time, in the right place, in the right style, by the right people, and at the right price[1].
Doorstep Sport: A Community-Centric Approach
StreetGames’ “Doorstep Sport” initiative is a prime example of a community-centric approach. This program is underpinned by the ‘five rights’ mentioned above, ensuring that sport is delivered in a way that is accessible, appealing, and beneficial to young people in underserved communities.
- Right Time: Ensuring that sports activities are scheduled at times that are convenient for young people.
- Right Place: Delivering sports in locations that are easily accessible and familiar to the community.
- Right Style: Offering sports and physical activities that are engaging and relevant to the interests of young people.
- Right People: Ensuring that coaches and mentors are trustworthy, understanding, and skilled.
- Right Price: Making sure that the activities are affordable or free, eliminating financial barriers[1].
The Power of Boxing: Empire Fighting Chance
Boxing, in particular, has proven to be a highly effective sport in engaging hard-to-reach young people. Empire Fighting Chance, a pioneering charity, combines non-contact boxing with intensive personal support to challenge and inspire young people.
“Boxing is uniquely positioned within the sporting landscape. It has an unmatched capability to engage hard to reach young people – often from the most socially deprived communities across the country – and to combat a whole range of social problems,” says Alex Le Guével, Matchroom Boxing Head of Community Development[2].
Empire Fighting Chance’s model features a powerful fusion of boxing and psychology, delivered by coaches and therapists who create a safe and supportive environment. This approach has led to remarkable outcomes, including reducing poor mental health, helping young people exit criminal behavior and gangs, and improving overall well-being[2][4].
Partnerships and Collaborations
Effective engagement of underserved communities often requires strong partnerships and collaborations. The partnership between Matchroom Boxing and Empire Fighting Chance is a significant example of this.
“Sometimes we can’t help enough, because there are so many people who need help. And whilst we will continue to make meaningful contributions to grassroots clubs across the UK, this partnership with Empire Fighting Chance enables us to sustain charitable donations in a way that not only helps clubs to survive but also supports thousands of young people to thrive,” says Eddie Hearn, Chairman at Matchroom Sport[2][4].
This partnership will work with around 100 amateur boxing clubs across the UK, providing resources to deliver Empire’s psychologically informed programs and develop sustainable business models. Such collaborations not only enhance the reach and impact of the programs but also ensure their long-term sustainability.
Place-Based Initiatives: Sport England’s Approach
Sport England’s “Place Partnerships” initiative is another transformative approach aimed at creating the conditions for change at a local level. This strategy involves working in areas with high inactivity levels and social need indicators to tackle inactivity and associated inequalities.
“We’re targeting the greatest resource to areas with highest inactivity levels and other social need indicators, as this is where this commitment can have the biggest impact on our key outcomes,” explains Sport England. They are investing up to £190 million of National Lottery and Exchequer funding into more than 80 new places across England, focusing on place-based systemic work through existing partnerships and networks[5].
Key Strategies for Engaging Underserved Communities
Here are some key strategies that sports clubs and organizations can adopt to effectively engage underserved communities:
Inclusive and Accessible Programs
- Ensure that programs are designed to be inclusive, catering to diverse needs including those of disabled people and women.
- Make programs accessible by delivering them in convenient locations and at affordable prices.
Community-Centric Approach
- Engage with the local community to understand their needs and preferences.
- Deliver programs that are relevant and appealing to the community.
Partnerships and Collaborations
- Form partnerships with local organizations, national governing bodies, and other stakeholders to enhance resources and impact.
- Collaborate with charities and community groups to reach hard-to-reach populations.
Training and Development
- Provide training for coaches, volunteers, and young leaders to build skills and knowledge in areas such as sport, physical activity, community safety, and mental and physical well-being.
- Support the development of sustainable business models for sports clubs to ensure long-term viability.
Data-Driven Approach
- Use data sources such as physical activity surveys and social need indicators to inform program design and resource allocation.
- Monitor and evaluate the impact of programs to make necessary adjustments and improvements.
Practical Insights and Actionable Advice
For sports clubs looking to engage underserved communities, here are some practical insights and actionable advice:
Build Trust
- Establish trust by working with local community leaders and organizations.
- Ensure that coaches and mentors are trustworthy and understanding.
Be Flexible
- Be flexible in program design to accommodate the diverse needs of the community.
- Offer a variety of sports and physical activities to cater to different interests.
Focus on Mental Health
- Incorporate mental health support into programs, recognizing the significant impact of sport on mental well-being.
- Provide resources and support for young people dealing with trauma and poor mental health.
Engage Parents and Carers
- Involve parents and carers in the program design and delivery to ensure that the activities are family-friendly and supportive.
- Address concerns about cost of living increases and their impact on family activity levels.
Table: Comparative Overview of Initiatives
| Initiative | Organization | Key Features | Impact |
|---|---|---|---|
| Doorstep Sport | StreetGames | Community-centric, five rights approach | Increased access to sport for young people in underserved communities |
| Empire Fighting Chance | Empire Fighting Chance | Non-contact boxing with intensive personal support | Reduced poor mental health, exit from criminal behavior, improved well-being |
| Place Partnerships | Sport England | Place-based initiatives, data-driven approach | Tackling inactivity and associated inequalities in high-need areas |
| Matchroom Boxing Partnership | Matchroom Boxing and Empire Fighting Chance | Partnership to support grassroots boxing clubs | Sustainable business models, increased resources for young people |
Quotes from Key Figures
- “Boxing holds a unique position within communities; people who might never walk into traditional support services find their way through the doors of Empire Fighting Chance and our partner clubs,” – Alex Le Guével, Matchroom Boxing Head of Community Development[2].
- “We’re grateful for Matchroom’s generosity and long-term commitment to helping us transform boxing clubs across the UK and beyond,” – Martin Bisp and Jamie Sanigar, Co-founders of Empire Fighting Chance[4].
- “Access to sport and its benefits are a right and not a privilege,” – StreetGames[1].
Engaging underserved communities through sport is a multifaceted challenge that requires innovative, community-centric, and collaborative approaches. By adopting strategies such as inclusive program design, community partnerships, and data-driven decision-making, sports clubs can make a significant impact on the lives of young people.
As Eddie Hearn from Matchroom Sport aptly puts it, “This partnership will have a significant impact on the lives of many, and we are delighted to be involved.” Such initiatives not only transform the lives of young people but also contribute to broader social change, fostering healthier, safer, and more successful communities through the power of sport and physical activity.