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Report from Funding community sport conference

The conference was held on 4th September 2019 at the University of Hertfordshire and run in partnership with 

The starting point was that the funding landscape for community sport and physical activity is changing…and the world of sport is no different from the world of technology or commerce where the rate of change is increasing all the time.  Governing bodies, social enterprises, charities must not only have the appetite for change but must also implement these changes and adaptations or they will struggle to exist.

Svend Elkjaer, founder and director of the Sports Marketing Network covered how providers of community sport and physical activity can develop a balanced income model. He introduced the concept of community sports enterprise where providers attract and serve customers in a sustainable way, whilst serving a sporting and community purpose. 

He asked the audience whether there was a fit between their ‘mission’ and their ‘money’ and whether they generated their income in many different ways, getting away from relying on one single source of income. He then introduced a number of simple initiatives where providers of sport and physical activity have developed income-generating ideas which, at the same time, had activated people, such as The £1m Great North Dog Walk and the the Hospice Movement’s series of Midnight Walks, held across the UK.

His final recommendation was to get started, learn from the experiences, improve and then forward – he called that approach ‘baby- steps’.


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How to secure new public-sector funding was the title of the presentation from
Melanie Antao, Specialist Advisor for Funding, London Sport

Generating a surplus through innovation and transformation was the title of the presentation
from Ken Masser Chief Executive of Rossendale Leisure Trust

Developing a ‘vibrant and visible’ community sports club – a summary of Valleys Gymnastics Academy’s
journey was the title of the presentation by Melissa Anders

How can alternative forms of finance be used to develop trading activity in community and social enterprises within the
 sports and physical activity was the title of the presentation given by Matt Smith, Chief Executive, Key Fund

Organic fundraising for sports clubs-The Power of Adult Panto,  the title of the presentation
by Simon Plumb, Marketing Consultant The SPA Group Ltd & Lymm Rugby Club



How to sustain challenging and innovative work was the title of the presentation by
Navjeet Sira, Director of Design and Impact, Change Foundation


Supporting football clubs in developing themselves into safe and sustainable community organisations was the title of
the presentation from Karl Lingham, Chief Executive Officer for the Hertfordshire Football Association 

Strength in Numbers was the title of the presentation given by
Tony Jameson-Allen FRSA, Co-founder & Director, Sporting Memories Network CIC and The Sporting Memories Foundation