EVIDENCE versus emotion when it comes to gaining corporate or government support for sport was the subject we tackled at the Scottish Women in Sport (SW/S) conference, the Power of Sport, sponsored by sportscotland.
We can tug at heart strings but if we can’t evidence, the value of our programmes and the benefit to wider society, then we will have difficulty selling the concept.
The Power of Sport theme was about how sport can change lives and while there was emotion in a lot of the presentations, we also heard evidence of the success of all the programmes. With the room full to capacity, we heard from those working within the sector who told of success stories in the delivery of their programmes, from young women who have had their lives changed through sport and from a top-class athlete, Sarah Clark, who delivers a “port for change” programme for the Dame Kelly Holmes Trust.
We didn’t just concentrate on programme delivery, we looked at the other aspects that impact on them.
Digital performance marketing agency IProspect was our partner on the day and supported the conference. MD Anneli Ritari-Stewart, who is also a SW/S board member delivered a presentation on why corporates invest in organisations through their “social impact” budget and how sport should and can capitalise on this.
SW/S is currently benefitting from CSR support from IProspect as we are working with them on our digital marketing strategy. This type of resource is invaluable to small organisations and it shows that support doesn’t need to be financial; there are so many benefits to be gained from offering other resources and expertise.
At the end of the day, we asked the question: “As we can now evidence the social return of investment in sport, how do we drive this to the top of the agenda and ensure government and corporate backing?”
Tennis Scotland CEO Blane Dodds, MP Hannah Bardell, Paul McNeil from the Scottish FA and Olympic judoka Clark formed our panel and were eloquent in the debate and in support of this type of intervention.
It was agreed it will take a concentrated effort from all agencies working together to find solutions that will help increase the reach of these invaluable programmes for the wider benefit of everyone in our society.
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