Sport England Announces £6.5 Million Boost For Commonwealth Sports To Innovate And Drive Participation

A football referee ● £6.5 million for sports to innovate to improve participation from underrepresented groups - with support targeted to areas most in need

● Culture Secretary Nadine Dorries: “We want Birmingham 2022 to be the games for everyone and this fund will help make that a reality across the country”

● Innovations include developing the national reach of 3x3 basketball matches - the new style of basketball making its Commonwealth Games debut this year; & ‘Community Boxing Apprentices’ to engage more diverse communities with boxing

● 21 sports’ governing bodies involved in the Commonwealth Games will benefit, with investment of up to half a million pounds

Sports bodies who want to use innovative, non-traditional or digital ideas to improve participation rates in areas of England where activity levels are the lowest will benefit from a new £6.5m cash injection, Sport England announced today.

The new National Lottery funding is part of Sport England’s overall £35m package of investment to make the Commonwealth Games a success and create a lasting national impact.

The investment, made into 21 national governing bodies of sport that are involved in the Games, will focus on the creation of innovative and accessible opportunities to engage with disadvantaged communities, enabling people from all kinds of backgrounds to take part in sport and activity. Affluence and activity levels are closely linked, as evidenced by Sport England’s latest Active Lives Survey.

The survey also revealed that where you live has a huge impact on how active you are, demonstrating why investment into targeted areas is vital for breaking down barriers to getting active. The fund is aimed at reaching communities in Birmingham, the West Midlands and a number of other areas that the sports bodies have identified as needing the most support - including parts of London, Manchester and Bristol, where inequalities mean that activity levels are often below the national average.

The fund is part of a suite of investment programmes, ensuring the impact of Commonwealth Games reaches the communities in greatest need. In addition, all funding recipients are required to participate in an Innovation & Digital Accelerator, to access expert innovation and digital support to maximise the impact of their plans.

Examples of how the funding will be used by sports bodies include:

  • A woman swimming in a swimming lane Swim England will work with a range of partner organisations to use both digital and community engagement to tackle issues of water safety and help children from diverse and disadvantaged local communities in Birmingham and the Black Country learn to swim – a vital life skill. They will pilot innovations in ‘swim lesson gamification’, digital channels to recruit swimming teachers from diverse backgrounds, and using a digital campaign and toolkit to upskill and educate swimming clubs on inclusion.

  • A female boxer sat outside the ring England Boxing in partnership with Coach Core are appointing 10 new ‘Community Boxing Apprentices’ from underrepresented groups, as part of a community-led approach, with applications especially encouraged from the Travelling Community and Women & Girls. These relatable role models will be supported with digital skills training to amplify their reach via digital channels, in order to connect with diverse communities across and demonstrate that there’s a place in boxing for everyone.

  • A basket ball game Basketball England will be investing into the development of 3x3 participation opportunities for young people, building on the format’s debut at the Games. The NGB will also use digital engagement to boost the profile of the sport and a digital tool linked to #ProjectSwish to enable people to find new spaces, courts, and opportunities to play. They will also target those from underrepresented communities and low-income areas who may also experience other inequalities – such as disabilities and long-term health conditions.


Culture Secretary Nadine Dorries said: “We want Birmingham 2022 to be the games for everyone and this fund will help make that a reality across the country.

"By reaching into new communities with fun, creative and accessible introductions to Commonwealth sports, this investment will help increase participation and secure a strong legacy from Birmingham 2022.”

Tim Hollingsworth, CEO of Sport England, said: “One mission for the Commonwealth Games is creating new ways to include those who face the most barriers to playing sport and getting active. So to deliver long-term community impact, we have to listen to what people need, try out new and different ideas, and support partners who know what works at a grassroots level for their community.

 “Lasting impact from the Games will depend on the creation of long-term, inclusive and local opportunities for people to get active, and tackling the inequalities that make it harder for some groups now. Today’s funding is an opportunity for us to work innovatively with sports to target the people and areas who need support the most.”

Stewart Kellett, CEO of Basketball England, said: “We’re delighted to be part of this innovative legacy drive to create new opportunities for young people to play. We will be using digital engagement to help people discover new ways to play and engage with a wider audience. Our campaign #GameTime will elevate the voices of local people and create awareness of new activities locally, helping them create their great spaces in their communities through #ProjectSwish and new playing opportunities through 3x3 and the outdoor game.”

A tackle during a football game