Understanding your participants – Sport England
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Creating a sporting habit for life UNDERSTANDING YOUR PARTICIPANTS SPORTS SUMMIT 2014 Carol Fraser Business Advisor Sport England Wednesday, May 18, 2022
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Carol Fraser from Sport England presents about how to use insight to understand your sports participants. Presented at the Sport and Recreation Alliance's Sports Summit 2014.
Transcript of Understanding your participants – Sport England
Creating a sporting habit for life
UNDERSTANDING YOUR PARTICIPANTSSPORTS SUMMIT 2014
Carol FraserBusiness AdvisorSport England
April 10, 2023
Creating a sporting habit for life
Introducing Sport EnglandWe are investing over £1 billion of National Lottery and Exchequer funding between 2012 and 2017 in organisations and projects that will:
• Help more people have a sporting habit for life
• Create more opportunities for young people to play
sport
• Nurture and develop talent
• Provide the right facilities in the right places
• Support local authorities and unlock local funding
• Ensure real opportunities for communities
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Creating a sporting habit for life
What do we mean by insight?
• Insight is a process• It is holistic• It supports decision
making• It requires
understanding and interpretation
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Image courtesy of http://inthralld.com/
Creating a sporting habit for life
Understanding participants
• A deep understanding of people, their choices and behaviours is central to meeting the challenge of significantly increasing participation and developing talent
• Linking knowledge of participants and financial sustainability– Stronger and deeper
relationships– Retention and growth– Funding and sponsorship
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Creating a sporting habit for life
Our responsibilities
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Sport EnglandWhole sector
coverage and scale
Our PartnersExperts in their
area
Creating a sporting habit for life
Understanding participants - checklist
- Age- Gender- Education- Family- Life stage- Work/study
status- Social grade- Ethnicity- Disability/
health
- Area / geography
- Housing
- What activities done? - How often –
frequency/regularity/seasonal?- Previous sporting participation
behaviour- What else do they spend their
time doing?
- Who do they trust?
- What media sources and channels?
- What do they know about the offer?
- Where is the info available?
- Where do they access info?
- What media sources?
- Friends / family?
- Practical e.g. time, cost, information, people
- Emotional e.g. lack confidence / competence
- What are they looking for?
- What do they think they’ll get from doing sport? (short/long term)
- What do they associate with sport/the activity? - Who do they think it is for?
- Who do they want to take part with?
- What do they want to do?
- Do they want coached/led or..?
- Timing?- Booking
options?- Where?
Creating a sporting habit for life
Example: Understanding the youth market
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Percentage of 16-25s participating in ‘any sport’ and at least once a week
Creating a sporting habit for life
At least once a week participation
Youth market: Who they are
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Source: Active People Survey 7
Males/females
aged 14-25
66.5% 45.9
%
White-BritishWhite-Other
AsianBlack
ChineseMixedOther
White-BritishWhite-Other
AsianBlack
ChineseMixedOther
64.1%60.2%
64.5%61.4%
60.3%66.2%
62.9%
45.8%40.6%
28.1%33.8%
42.8%52.4%
40.2%
16-25 year olds
Male
Female
Creating a sporting habit for life
Youth market: Where they are
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Creating a sporting habit for life
Youth market: What do they do
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Source: Active People Survey 7
Creating a sporting habit for life
Youth market: What do they do
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Creating a sporting habit for life
Youth market: Perceptions and beliefs
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Positive about sport
Recognise benefits of sport/activity
But not participating
Disinterested in participating in sport
Have a more functional relationship with it
Persuadable of benefits of being active that are relevant to them
Creating a sporting habit for life
Make use of our resources
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Creating a sporting habit for life 14
UNDERSTANDING YOUR PARTICIPANTSSPORTS SUMMIT 2014
