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Supporting Talented Sports People Tim Lawler - June 2007 Scene Setting SportsAid (and athlete funding) Inspiration Team Challenge SportsAid – There at the Start Core function is to fund emerging sporting talent Structure – London HQ, 10 regions, Home Nations

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Supporting Talented Sports People

Tim Lawler - June 2007

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Scene Setting

  • SportsAid (and athlete funding)

  • Inspiration

  • Team

  • Challenge

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SportsAid – There at the Start

  • Core function is to fund emerging sporting talent

  • Structure – London HQ, 10 regions, Home Nations

  • Well established in athlete talent pathway

  • Help c3,000 athletes per year

  • Engage with up to 50 NGB’s

  • Able bodied and those with disabilities

  • Deliver TASS for DCMS & UK Sport

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Sporting Excellence



Supporting Young Talent


In Community

Increasing Participation

In School

Athlete Funding Landscape

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Supporting and fast-tracking the young medal winners of the future.

Core funding from Government.

Specially designed to cater for special needs of athletes within the education system.

Aims to reduce drop-out of 16-25 yr old talented athletes due to academic and financial pressures.

TASS Explained

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Example Partners in Sport future.


Sports Governing Bodies


Strategic Partners

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SportsAid Athletes future.

Xavier Mohammed

Age: 16

Region: London

Sport: Swimming - Sprint

Silver Medal at the FINA WORLD Youth Championships

Rio de Janeiro, Brasil

August 2006

Laura Collett

Age: 17

Region: Gloucestershire

Sport: Equestrian

Junior European Champion – Necarne, England

September 2006

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Why SportsAid? future.

  • Strong values of youth, potential, aspiration and performance – these have broad public appeal

  • Relevance to 2012 Olympic & Paralympic decision for London

  • Low risk, ie charitable, multisport, next generation, educational, British

  • Proven track record of impact, lead agency for emerging talent

  • Work with credible partners in sector

  • Flexibility to focus on certain age-groups, sports and geography

  • National reach with regional angle

  • Link to SportsAid alumni

  • Ability to start tomorrow

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How do our recipients spend their SportsAid Grant? future.

a - Equipment



b - Food


c - Physiotherapy


d - Coaching


Number of recipients


e - Membership


f - Comp fees



g - Travel


h - Accomm


i - other


  • On average, recipients spend c£5,000 a year on their chosen sport.

  • Recipients spend on average nearly 19 hrs travelling over 574 miles per month to train.

  • They also spend another 13 ½ hrs travelling over 503 miles per month to compete.

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Managing Challenges future.

  • Over 91% of our young talented athletes would welcome a guide to help them and their parents to plan and manage their lives and decisions.

  • All of them are prepared to be part of SportsAid activities such as attend award cheque presentations, participate in sporting activities to display their sport or attend fundraising lunch/dinner to for Q&A’s.

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Young Athlete World future.

Athlete Bursaries

Specialist support,

ie, tailored services
















First cash and recognition into Core Team





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Inspiration future.

  • Of the 17 GB Gold Medallists at the Athens Olympiad, SportsAid funded 15 during their development and of Team GB, SportsAid funded just over 50%.

  • If SportsAid was a country, it would have come 6th in the Medal Table at the 2006 Commonwealth Games in Melbourne.

  • At the recent Australian Youth Olympic Festival, 39 athletes were supported by SportsAid, of which 16 received no other funding other than that received through SportsAid.


    “SportsAid were a lifeline of funding for every day expenses and those costly competitions. Their support was crucial to my own success.” [James Hickman Five Time World Champion Swimmer]

    “I received the first of my SportsAid grants as a junior in 1987. Quite simply, without money I would have remained an aspiring young sportsman, but with it I became a World and Olympic Champion. That’s how much SportsAid means to me.” [Sir Matthew Pinsent – Four-time Olympic Gold Medallist]

    “Lottery money has given British sport a fantastic boost, but it can’t do everything. That’s why the work of SportsAid is so important. If you are young, ambitious and just beginning to experience success, SportsAid is where you go for help.” [Sir Steve Redgrave – Five-time Olympic Gold Medallist]

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Team future.

  • Knowing where you fit

  • Playing your part

  • Focus

  • Taking responsibility

  • Common purpose

  • Clear communication

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Avoid confusion…………….. ensuring proven connections utilised

Maintain consistency……….. for key stakeholders in talent pathway

Provide clarity……………….. for NGB’s, athletes and funding agents

Ensure impact………………. helping the right athlete at the right time

Take a lead…………………. for other such interested organisations/parties

Drive momentum…………… an annual “Class of..” feel for emerging talent

Develop a legacy…………… of talented human capital in sport

With SportsAid

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Case Studies connections utilised

Regional solution for CSP

– Key deliverable of

‘Ready for Winners’ partnership

Regional Talented Athlete

Scheme - £500 awards to

regional young talent

Local businesses to contribute

to the scheme

Athletes identified and

awards distributed by SportsAid

  • Relationship Development

  • Olympic Dreams Exhibition

  • 14 SportsAid athletes

  • 5 cities

  • To Leverage London 2012

  • Bid Partnership

  • 3,000 business contacts

  • invited

  • £300,000 media value

  • Point of Sales Promotion

  • SportsAid beneficiary

  • Cause Related Marketing

  • Programme

  • - On-pack promotion

  • - production of recipe books

  • supported by

  • Olympic champions

  • Over £3m media value

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Relevant Examples connections utilised

  • Community Cohesion & Pride (to celebrate icons):

    • Local Newspaper Week

    • Regional Exhibition Roadshow

    • Local funding stays local

  • Disability Sport:

    • new partnership with Deloitte; new funding

    • collaboration with BPA & DSE and others

    • Disability Carer Fund

  • Environment and “Green Games”:

    • Cartridge recycle initiative to help emerging talent - TWISE

  • Cultural Legacy:

    • Collaboration with International Sports Artist of the Year

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Challenge connections utilised

  • Shift philosophy – actually bring values of sport to life

  • Begin legacy now and see as positive thing – help create tomorrow’s heroes

  • No more “Tinkerbelle Theory”

  • Get away from only fiscal issues into quality issues

  • Celebrate competition

  • Adapt