Made By Sport launches with £40m goal

12 Jun 2019

By: Sport Industry Group

Anthony Joshua and Nicola Adams have joined forces with Prince Harry to launch Made By Sport, a new campaign set up to champion grassroots sport in the UK.

With young people from poorer backgrounds approximately 50% less likely to play regular sport, Made By Sport will create a four year campaign that will champion the power of sport to change lives and sets out to raise £40m in funds to use sport to support young people from disadvantaged communities across the UK.

The campaign will be delivered in collaboration with the Sport For Development Coalition, made up of over 60 existing charitable organisations with a reach into thousands of schools and community clubs across the UK. Made By Sport will be Chaired by Justin King CBE and supported by high profile figures from inside and outside sport.

King said: “Sport has the power to change lives. It can teach us skills that last a lifetime and - in a world where local sports is under increasing pressure, where it’s easier to play on your phone than in a park and where joining gangs can be more glamorous than joining teams - we believe it can play a pivotal role in how young people develop.

“Today marks the start of a crucial four-year journey for Made By Sport that will see the campaign champion community sports and raise much needed funds to support it across the UK.”

Made By Sport will seek to raise £40m from a combination of corporate partnerships and public fundraising initiatives. This will include a collaboration with Great Run, the UK’s largest mass participation running programme, spanning all their events. Made By Sport will become an integral part of the 40th Great North Run in 2020.

Made By Sport also announced Richemont as a founding corporate supporter for the campaign. Richemont's partnership builds on two decades of the company using sport to change lives in communities across the globe.

Sport England also confirmed its intention to work with Made By Sport to support its fundraising ambition by exploring a funding process that would see money raised by the campaign up to an agreed level matched with National Lottery funding and made available to organisations focused on using sport for social change. 

Tim Hollingsworth OBE, Chief Executive of Sport England, said: “Sport is a powerful force for good that can change people and places for the better. We believe that everyone should have the right to experience and benefit from sport, yet the sad reality is that deep inequalities prevail which mean these benefits are not equally shared.

“Made by Sport is a big, bold new idea that has the potential to challenge perceptions and change many thousands of young lives for the better. We fully support the ambition of the campaign to shine a vital spotlight on sport as a driver of social change and hopefully raise much needed funds for the unsung charities in this sector.”