Using the sports club brand to develop and align corporate and community objectives

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1 Using the sports club brand to develop and align corporate and community objectives TO RESERVE A PLACE USE THE ONLINE BOOKING FORM:

2 1.0 Background The loyalty of fans to their sports club; the iconic position of sporting venues within the hub of the community; the ability of sport to transcend gender, age and ethnicity; all of these contribute to a unique opportunity for sports clubs to engage with local organisations and communities to address community needs (education, training, wellbeing, health, social interaction etc). In return, through delivering on their corporate and social responsibility, sports clubs have an opportunity to increase their profile and that of their sponsors, to engage with current and potential fans, to widen income streams and build effective local partnerships to tackle match day related issues (policing, community relations, facility developments). Whilst there are many reasons, both corporate and social responsibility, for sports clubs and organisations to engage in this work there are also plenty of obstacles. To understand and overcome these obstacles and to take advantage of the opportunities presented we need to learn from each other as to how we can best transform our approach. This study visit will allow us to: share our experiences working internationally in this area; discuss learning that can be replicated across clubs, sports and regions; introduce delegates to some of the most established sports club / community partnerships in the UK, demonstrating that the concept is sustainable and transferable from sport to sport, club to club and region to region. 2.0 Aim of the study visit The aim of the study visit is to allow international delegates to network and share learning whilst experiencing, first hand, sustainable sports club corporate and community interventions. 3.0 Learning Objectives Understand the history and the potential for sport clubs in enhancing and supporting their communities Understand the opportunities to use this agenda to grow your clubs business objectives Understand the opportunities for sports clubs to engage with fans within their communities and grow the fan base Understand the potential for collaborative work between clubs, sports and regions Understand the benefits to clubs in demonstrating delivery of their corporate and social objectives. Key topics discussed: How can clubs and communities work together to align and develop community and corporate objectives? How has the concept developed over time? What contextual, technical and political factors enable and constrain progress? How can sports clubs, partners, communities and businesses get involved in developing this process, and what lessons have been learned? Is there an effective business case to be made for developing this approach? What is it possible to deliver and sustain? From policy to activity; from super stadium to local community clubs. Is there opportunity for collaboration between delegates?

3 PROGRAMME Location: North West England Date: 31st October 2nd November 2017 DAY 1: 31 ST OCTOBER :00 Welcome to a world class, sporting city The Liverpool city region is renowned for sporting excellence including two of Europe s most famous football clubs, Liverpool and Everton. The region is home to the finest stretch of championship golf in the world, with no fewer than three Royal Links courses (Royal Birkdale, Royal Liverpool and Wallasey Golf Club) which have hosted endless Open Championships and Ryder Cups. Horse racing is huge in the city; Aintree and Haydock racecourses offer top-quality racing including the world famous Grand National Festival. Liverpool is also close to a number of top rugby teams, and home to the Liverpool Echo Arena which hosts many large-scale sporting events such as boxing and gymnastics. Session 1: Check into central Liverpool hotel Welcome, Lunch and Introductions: CEO of PHP Active CIC Outline agenda for the visit The Power of the Badge A club badge is iconic, powerful and inspirational and carries both influence and responsibility. Increasing the profile and reach of the club brand can generate investment into the club, strengthen and grow its fan base and build relationships with local organisations. This three-way reach of the badge can create a win-win-win for all. 10 years on. Presentation on the history of sports club and community engagement in Europe and Beyond. Mike Parker (Director PHP Active and senior consultant working with international sports stadia since 2006) Sounds good in theory, but can it work in practice? An inspirational presentation on real life examples where major sports stadium have embraced the challenge and reaped the rewards. Mark Haig (CEO PHP Active, sports stadium consultant and former Head of Operations at Liverpool FC Foundation) Exploring the possible A facilitated introductory networking session. Delegates are given an opportunity to share experiences and expectations, highlight success and difficulties and start to build connections. 14:00 Coach travel to Everton Football Club

4 Session 2: Building the Business Model Everton FC are one of Britain s greatest, most historic and most decorated Football clubs. In 1988 they established their official charity partner Everton in the Community now one of the UK s top sporting charities and firmly established on the world stage of community sports development. The charity s work is vast and includes providing routes into education, training and employment, steering young people away from crime and antisocial behaviour and engaging children and adults, regardless of ability, in sport. In this session we will explore the business model that makes this club charity partnership viable. The benefits to the club, the benefits to the community. Tour of the stadium Goodison Park was the first major football stadium built in England in 1892 and is one of the worlds oldest purpose built football stadia. Delegates will explore the history, politics of sport and the clubs position within the community. Tour of Everton in the Community Hub A presentation on their award winning community programmes and a tour of the new Community Hub that includes a Cruyff Court and community café. Mike Salla, Director of Health and Sport, Everton in the Community Show me the money fundraising with goals A presentation on how the club have embraced the huge movement away from traditional fundraising for charities, sports clubs and non-commercial entities, to a more fun, rewarding, engaging way of raising funds through weekly lotteries. The real beneficiaries are good causes with over 46% of every 1 spent going back to support community organisations, partner charities and enhancing local sporting facilities and initiatives. Darrell Turton, Head of Lotteries, Everton FC Question and Answer Session A chance for delegates to discuss the business model that underpins this internationally recognised partnership between the club and its community. What s good, what can be improved, what lessons can you learn and share. Experiences between sports, countries of similar approaches 18:00 Free Time 20:00 Evening Meal and networking DAY 2: 1 ST NOVEMBER :00 Coach travel to Leigh Sports Village, a 50 million multi use sports, retail, education and housing development in Greater Manchester Session 3: Beyond Sport For many years the conversations have been about how sports clubs and sports stadia have a key role in improving health, in getting more people active, in supporting communities, in using their badge to reach beyond sport and it s core business. But it needs to be a two-way conversation; the club needs positive relationships and support from local stakeholders a Win-Win for the community and the club and this requires a different way of working.

5 The power of partnerships. Presentation from the CEO of Leigh Sports Village. The centerpiece of the development is a 12,000 capacity stadium which is home to professional rugby league (Super League) and Manchester United U23 s. The partners on site at Leigh Sports Village range from the public, private, commercial and voluntary sectors through to professional and amateur sports clubs and organisations. The original partnership ethos has grown from strength to strength and there is a real spirit of collaboration between all key partners of the Village. Each partner recognises the benefits of working together and that having a co-ordinated approach provides real added value. Presentation by Simon Toon (CEO Leigh Sports Village) Tour of Leigh Sports Village Home to professional rugby league (Super League) and Manchester United U23 s, athletics, education, government and health services, hotels and retail facilities. From footballing Minnows to FA Cup champions. Presentation on the growth of Wigan Athletic FC and how the role of the Community Trust has helped to build relationships with stakeholders and Fans. The power of sports clubs to influence community cohesion: Presentation on how Wigan Athletic Community Trust is transforming the communities, from employment, education and training through to health and wellbeing and community cohesion. Tom Flower CEO of Wigan Athletic Community Trust What s it got to do with me? Group work exploring the breadth and role of stakeholders and opportunities for collaborative working 13:00 Coach Travel to National Cycling Centre Session 4 The National Cycling Centre Tour of the Velodrome. Home of British Cycling, the HSBC UK National Cycling Centre was Britain s first indoor Olympic cycling track and is one of the world s finest, fastest and busiest board tracks. It is in constant use by cyclists of all ages, ranging from track novices to olympic gold medalists. As well as the velodrome, the venue includes a world leading 24 million purpose built indoor BMX Complex and a neighbouring 12km mountain bike trail. From elite athletes to novices. A world class venue for all. Phil Pennill, Cycle Sport Manager, National Cycling Centre. British Cycling is the main national governing body for cycle sport in Great Britain. It administers most competitive cycling in Great Britain, the Channel Islands and the Isle of Man. It represents Britain at the world body, the Union Cycliste Internationale (UCI) and selects national teams, including the Great Britain (GB) Cycling Team. It has a total membership of over 116,000. Building partnerships. Encouraging activity. growing a sport. Peter Haymes, Partnerships Manager, British Cycling 18:00 Free Time 20:00 Evening Meal

6 DAY 3: 2 ND NOVEMBER :30 Coach Travel to Aintree Racecourse Session 5: Aintree Racecourse Aintree Racecourse is one of the oldest sporting venues in the UK and home to the world famous Grand National Steeplechase and an iconic part of the cultural landscape of Liverpool Welcome and presentation: The History of Aintree Racecourse and the Grand National Steeplechase (the biggest in the world), with a focus on how the Stadium supports the economy of the Liverpool City region. John Baker CEO Aintree Race Course Tour of the iconic Aintree Racecourse. Aintree in the Community The racecourse has a community programme that aims to focus on important community issues whilst being aligned to horseracing and the Jockey Club. It is centred around the Sir Peter O Sulliven Community Hub in the grounds of the racecourse. Presentation from Grant Rowley, Head of PR/Communications, Aintree Racecourse. Workshop 4: Making the impossible possible We will review the learning from the study visit discuss what we can do to build on the learning and experiences and how we can work together in the future. Mark Haig and Mike Parker (International Sports Club Collaborative) Presentation from the study visit sponsor Followed by Lunch at Aintree race course 14:30: Return Coach to Liverpool and depart for Airport. Mark Haig Telephone: +44 (0) For further information please contact: Mike Parker Telephone: +44 (0)

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