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- Loughborough University and UK Sport Partner on “Making Live Sport Matter”
Loughborough University and UK Sport Partner on “Making Live Sport Matter”
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Number 35
Loughborough University and UK Sport Partner on “Making Live Sport Matter”
Featured Focus: Partnerships for Good, Access / Inclusion / Equality, Community Programs
Scope of Impact: Global
Loughborough University and UK Sport are teaming-up to make major sporting events matter more for the local communities where they take place. Here’s the play:
Strategic Collaboration: Working alongside UK Sport, Loughborough University will provide research and strategic expertise to develop a national social impact strategy for the sports sector.
Key Partners Onboard: Access Sport, Coach Core Foundation, and StreetGames will deliver inclusive programs, apprenticeships, and community engagement initiatives.
Long-Term Vision: This initiative, aligned with UK Sport's "Making Live Sport Matter" strategy, aims for impact beyond the LA 2028 Olympics, establishing a sustainable model for social good through sports worldwide.
This collaboration looks to harness the power of sports —specifically live sport events—to ensure that it makes a real difference in people's lives (and communities) across the UK. And hopefully, by extension, around the world.
We love it because it is rooted in research, instead of relying on vanity impact metrics. If we’re going to win at sports, both on and off the field, we need to make sure that it’s a WIN-WIN for all involved, and specifically for the community at large. We also love that it is a long-term commitment, signaling a genuine dedication to sustainable impact.
YOUR NEXT PLAY:
Aligned with this initiative, we’ve got a question for you. How do you measure the impact of your projects?
Are you focusing only on attendance, clicks, website visits, and press hits?
Or are you also defining success by how many kids, athletes, fans you’re able to reach, and what impact you’re having on their lives?
Do you have a plan for longer-term follow-through, or are your projects “one and done?”
The reason we started WIN-WIN is to amplify all of the amazing work that folks like you are doing at the intersection of sports and social good. Let’s continue these incredible efforts together, while also holding ourselves and each other accountable to making sure we’re having the most positive impact we can.
More about the organization behind the “Making Live Sport Matter” initiative, and its Social Impact Partners for the LA2028 games. | The University will serve as the research and study arm of the collaboration, based on their extensive leadership in sports-related academia. | Their partnership with UK Sport will embed youth apprenticeships into sporting events throughout the UK. |
Information on the UK organization working with UK Sport and Loughborough University, whose mission is to support underserved youth in their local communities. | As a UK Sport Social Impact Partner, this organization will connect young people in lower-income neighborhoods with the opportunity to experience major sports events. | Why economic and social infrastructures are critical factors in whether a community benefits from major live sporting events. |
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