PI – 2. Streetgames

In 2011, we pledge to help 50,000 young people living in deprived areas make doorstep sport a regular part of their lives by attending at least one session per month.

Pledge update, November 2012

During 2012, StreetGames delivered 32 major one-day sports festivals around the country thanks to our dynamic partnership with Coca-Cola Great Britain. In total, 5,140 young people travelled up to 50 miles to our inner-city venues to try 20 different Olympic and Paralympic sports, as well as non-Olympic sports. For all activities, from athletics to Zumba, expert coaches and volunteers organised tasters, skills sessions and mini tournaments. Politicians, councillors and leaders from the youth, sport and health sectors joined in, pitting themselves against our young people.

We also ran 216 ‘neighbourhood’ festivals, in local parks and community venues. Over 10,000 young people came along to these sport-filled, fun-packed days on their doorstep, with 94% saying they would love to come again.

Between April 2011 and March 2012, 53,168 young people took part in our sessions, with the majority attending more than once per month. 87% came from the 20% most deprived wards in the country.

As an organisation which carried the official ‘Inspire’ mark from the London 2012 Games organisers LOCOG, StreetGames offered a wide variety of Olympic-themed activities. These included:

  • Young people at the Active Newport project were offered the chance to play 27 Olympic sports in 27 weeks ending on July 27, 2012 – the official start of the 2012 Games. These taster sessions were offered free of charge to a wide range of ages;
  • LEAPActive Cornwall organised a special decathlon-style event in Falmouth on Saturday May 19, 2012 to celebrate the beginning of the Olympic Torch Relay at nearby Land’s End that day. Extra points were awarded for sportsmanship in the event;
  • A midnight basketball tournament was held in Newcastle on Sunday August 12, 2012. StreetGames worked with Newcastle Eagles and Newcastle City Council to put on the event – played after the men’s basketball final – the final gold medal event of the Games.

StreetGames is about changing lives, changing communities and changing sport. We decided the best way to do that in Olympic year was to connect our young people directly to the London 2012 Games. Many of them had never witnessed top-level sport live. Our planning began over two years ago and thanks to the combined efforts of our staff team, our partners and our projects, we secured tickets to send 1,868 disadvantaged young people from more than 60% of our projects to Olympic & Paralympic events this summer – for free – as part of our ‘Give and Go’ campaign.

Coca-Cola used its status as an official Olympic sponsor to give: 55 our most outstanding participants the privilege of running in the Olympic Torch Relay; 45 of our volunteers from our award-winning The Co-operative StreetGames Young Volunteers programme the opportunity to work at the Olympic Park as part of their Venue Operations Team; and finally four ambassadors the chance to work at the Coca-Cola Pin Trading Centre in Olympic Park throughout the Games.

We have designed a multi-disciplinary professional development programme for our 5,000 coaches and volunteers. The programme equips them with skills and experience in adapting traditional sports for delivery ‘on the doorstep’. It also gives them vital skills for managing projects: how to recruit volunteers, how to advertise activities, how to get more girls involved and how to handle disruptive behaviour.

One of the world’s leading financial services companies Grant Thornton chose StreetGames as its official charity partner for 2012 and has raised close to £100,000 for StreetGames to help our young people attend major sporting events around the country.

StreetGames hosted a revolutionary Not The Black Tie Dinner at The Oval, sponsored by RMI and the Co-Operative which raised £15,000 for Give and Go. The 150 guests had a ball playing 10 different sports throughout the evening. The inaugural StreetGames Golf Challenge at Hampton Court Palace in September attracted 80 top captains of industry.

Finally, to round off an amazing year, we launched work on our commitment to the Government’s Youth Sport Strategy ‘Creating a Sporting Habit for Life’.

The difference with StreetGames is that 87% of our participants come from the 20% most deprived wards in the country. We are making a measurable impact on the inequality that exists between young people from rich and poor backgrounds when it comes to playing sport.

Research by Sport England and the Department of Health has shown that participation in disadvantaged areas is disproportionately low, while demand is exceptionally high. This highlights the need to change the way sport is delivered in poorer communities: making sure the place, style, time and cost are all matched to people’s preferences.

Over the next four years, we will be creating up to 1,000 new Doorstep Sport Clubs in the most deprived areas of England. These new Clubs will help 150,000 disadvantaged young people from deprived areas get and stay involved in regular sport. We have set the ball rolling by launching 46 Clubs this September in eight regions, with 300 more in the pipeline for next April.

We ensured that as many people as possible heard about the achievements of our participants, not just at the Olympic & Paralympic Games but everywhere from Bristol to Newcastle. We gained 649 new Twitter followers over the summer, and our Facebook ‘likes’ went up by an astonishing 504%. StreetGames was featured in national newspapers including The Times, The Guardian, The Independent, Daily Mail, Daily Express; on national radio stations, Radio 4 and Radio Five Live, many local radio stations and local television stations including BBC South, BBC South East and Granada.

“I’ve seen the benefits that sport can bring to the lives of young people and local communities first-hand through my own sport and boxing club in Bolton. It’s great to see the fantastic work that StreetGames do to inspire young people in the UK, to get into and stay in sport. Providing local access to sports coaching can change lives and communities for the better.” – Amir Khan, StreetGames ambassador.

Amir also produced a fantastic warm-up video for our projects.

In Individual Pledges

One Response to PI – 2. Streetgames

  1. Newcastle says:

    I watched the streetgames in Newcastle, in which the Newcastle Eagles supported. I actually played in a similar basketball setup when I was younger, which was organised by the Eagles.

    These sort of competitions and activities are great, but they need to be frequent and consistent, otherwise no momentum is built, when there is so much potential for young people to build interests, hobbies, personalities, experiences, and health and fitness.