Merseyside Strategy for Sport and Physical Activity2012-2017

Working together to improve the quality of life for the people of Merseyside through sport and physical activity

Image courtesy of MSP, Alan Edwards Photography

ForewordWelcome to our strategic document which describes the direction of travel for Merseyside Sports Partnership (MSP) from 2012-2017. It builds on the strong foundations of the past – MSP has been established now for 20 years – whilst taking into account the challenges and opportunities for sport over the next 5 years.

Merseyside Strategy for Sport and Physical Activity takes into account the Sport England Strategy and the Government’s vision for sport and physical activity as a habit of a lifetime; it is anticipated that our strategy will contribute directly and indirectly to these outcomes. On a local level, if we are to maximise its impact, it is imperative that MSP links to existing plans and partnerships, to achieve its mission ‘to improve the quality of life for the people of Merseyside through sport and physical activity.’

Our strategy has been developed at a time of unprecedented challenges and change for sport. On-going economic pressures have resulted in financial cut backs in the provision of sport, with local partners forced to assess and re-appraise each and every investment. However in this Olympic and Paralympic year we also have a unique opportunity to promote the benefits of sport: ‘The passion and enthusiasm of the 2012 London Olympic and Paralympic Games can inspire the nation and change people’s habits for a lifetime by unlocking the wider benefits of sport1.’

A legacy from our strategy will be its influence on local partner strategies and future revisions of existing plans and frameworks, thereby raising the profile of sport and encouraging regular participation in sport and physical activity in Merseyside. Our actions will therefore impact on Education; Community Sport; Physical Activity; Health and Wellbeing and in doing so, the implementation of our strategy will be driven through the five P’s:

1. Participation

2. People

3. Places

4. Partnership

5. Profile

The performance monitoring of our success will be documented in Merseyside Sports Partnership’s Annual Reports. Whilst it will be a huge team effort to achieve these ambitious objectives, I am confident partners will continue to invest their time and energy in support of our mission. Our strategy is designed to provide the lead for the delivery of sport and physical activity in Merseyside and to guide the work of the many organisations involved in its planning and delivery.

This is my last foreword as I am standing down as Chairman this year. I am delighted to be handing over to Stephen Tiffany who, I am sure, will be an excellent Chair.

I hope you enjoy reading our strategy.

John BellChairman of Merseyside Sports Partnership Board

1 LLiverpool City Region Sport Legacy Framework for London 2012 Olympic Games and Paralympic Games, June 2010

Contents

Introduction 4

Merseyside Sports Partnership 6

Mission, Vision, Values 8

Our Collective Success 10

Participation- Adult 12- Children & Young People 14- Disability 16- Talent 18

People 20

Places 22

Partnership working 24

Profile 26

Image courtesy of MSP, Alan Edwards Photography

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IntroductionSport is a universal language, spoken on every street in the world. It is a language which unites individuals, communities and countries. Sport generates pride and helps to improve the wellbeing of the nation. It contributes to a healthy lifestyle, a well-rounded education, physical development and life skills; it is an economic force, returning to the public purse seven times what it receives in grants and subsidies. Sport, together with physical activity, provides the catalyst for community gatherings, social interaction and cooperation reaching many levels of our communities.

The spirit and inspiration of the Golden Decade of Sport will live on through our strategy. Not everyone can be a champion - although many will dream - but there is room for everyone to play sport at his or her own level. Understanding Merseyside

Merseyside is a metropolitan county in North West England with a population of 1,472,7002. It comprises of six local authority areas: Halton, Knowsley, St Helens, Sefton, Wirral and City of Liverpool. There is a mix of high density urban areas, suburbs, semi-rural and rural locations in Merseyside, but overwhelmingly the land use is urban. It spans 249 square miles (645 km2) of land which border Lancashire (to the north east), Greater Manchester (to the east), and Cheshire (to the south and south-west); the Irish Sea is to the west3

Merseyside’s sporting and cultural heritage is a fundamental part of our community. The sub-region is proud of its:-

Strong sporting and cultural traditionWorld class successes for elite and talented athletesVibrant infrastructure of coaches, volunteers and sport clubsHigh profile sporting events at impressive sporting venuesSignificant tourism and a growing business economyDynamic partnership working

Partners across Merseyside perceive their sub-region has unique challenges, and have a strong desire to develop a strategy that recognises these differences and focuses on what is right for the people of Merseyside. To help us do this we need to understand our people’s sporting habits, attitudes and motivations to participation, however, our partners also recognise many contributing factors which impact on people’s decision whether or not to participate in sport and physical activity. They include4:-

Extremes of wealth and poverty - although Merseyside is one of the poorest counties, it contains the seventh richest neighbourhood in the UK,Heswall in the Wirral, where the average household income is £46,600, whilst nearby Local Authorities have an average income as low as £9,100 in Vauxhall, Central, Seaforth and Kirkby districts35% of the population of Merseyside live in deprived areas, with the largest concentration of poverty found in Liverpool with 65.8% of households earning less than £10,000 a year Liverpool Primary Urban Area (PUA) (an aggregate of Knowsley, Liverpool and St Helens) is in the top four areas projected to suffer the highest public sector job losses Wirral and Liverpool PUAs have the highest welfare bill of all PUAs in England Merseyside’s population has 19.1% of its people who are without work, 10.8% are on incapacity benefits and 5.7% are on job seekers allowance

2 Office for National Statistics (ONS) Mid-2010 population

3 Lhttp://en.wikipedia.org/wiki/Merseyside

4 Assessing the impact of the economic downturn on health and wellbeing - Liverpool Public Health Observatory, Feb 2012

Image courtesy of MSP, Alan Edwards Photography 5

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Merseyside Sports PartnershipMerseyside Sports Partnership (MSP) is one of 49 County Sports Partnerships (CSP’s)5 in England; the foundations of the organisation were laid in the early 1990s when the local authorities in Merseyside came together to collaborate and stage the first cross boundary, high profile, multi-sports event. MSP has since established a successful inclusive sports delivery system through a vibrant network of likeminded agencies committed to ‘improving the quality of life for the people of Merseyside.’

Through its strategic endeavours and partnerships, MSP has facilitated many measurable and positive outcomes contributing to an increase in participation in sport. MSP utilises a wealth of insight data that characterises nineteen sporting segments6, each having different needs and demands of products or services. This knowledge is used to inform both planning and programming decisions and to help persuade more people to take part in sport and physical activity. This has had a significant impact on improving sporting and physical activity opportunities for the residents of, and visitors to, Merseyside.

MSP is governed by a strong strategic leadership board, made up of high level influential opinion formers representing sport, education, health, voluntary and local government sectors.The principle aim of the board is to: ‘promote MSP as a strategic, dynamic, flexible and progressive body, capable of supporting and influencing partners to improve the quality of life for people of all ages within Merseyside through sport and physical activity.’ The Partnership Board is supported by a Core Team of professionals who provide leadership, co-ordination and structures which allow people and organisations to work together more effectively.

MSP Board and its Core Team have maintained a high level of governance whilst continually appraising their performance in order to identify opportunities for improvement. In 2011, a review was conducted to identify how they could best adapt and evolve over the coming years. Having evaluated the current organisation and its future business environment, they concluded that there was a need to adapt in order for the Partnership to continue its positive development. In recognition of this, MSP Board and its Core Team have agreed to develop a charitable foundation to enhance the work of the Partnership and, as part of their evaluation, will utilise The Cultural and Sport Improvement Framework (CSIT) to improve business processes.

5 LCounty Sports Partnership Network

6 LSport England and Experian Ltd (2010)

Image courtesy of St Helens Sports Development 7

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MissionWhy we exist:

‘Working together to improve the quality of life for the people of Merseyside through Sport and Physical Activity’

ValuesHow we will work

Integrity (openness and honesty, trust, ethics)

Action (results and impact, responsive, expertise)

Passion (belief, commitment, making a difference)

Leadership (empowerment, teamwork, innovation)

Inclusion (participation, promotion, engagement)

To drive our vision, MSP Board and the Core Team will continue to add value to local partners and delivery through the following functions:

Leadership, advocacy, innovation and promotion

Strategic planning and coordination

Partnership development and connectivity

Capacity building and generating investment

Promotion of excellence and continuous improvement

Research and development

Event management and programme delivery

VisionWhat we want to achieve

Sustain and grow participation in sport

Improve access to quality coaches, volunteers, officials, clubs and facilities

Improve health and wellbeing through physical activity

Increase success and celebrate our achievements

Image courtesy of MSP, Alan Edwards Photography 9

21.8% of adults in Merseyside taking part in sport and physical activity, an increase of 2% 8

6,000 adults participated in Merseyside disability competitive events5.5 million young people received quality coaching as part of Community Sports Coaching programme

12,561 young people participated in Sport Unlimited programme10,000 young people participated in Merseyside disability schools competitive events225,000 young people participated in Merseyside wide sports competitive events 89.6% of young people received 2 hours high quality PE across Merseyside

1.5 million coaching hours to young people via Community Sports Coaches programme delivered by 43 full time coaches 1,000 coaches registered on Coaching Merseyside6.6% of the population in Merseyside are volunteering1,600 coaches and volunteers attending training and development courses361 accredited Clubmark clubs in Merseyside and 82 working towards a quality standard

£7.5 million actively supported / endorsed successful funding bids£8 million actively led successful funding bids *inclusive of £3.5 million into Community Sports Coaching Programme

Produced detailed information around sporting segments to NGB’s, Local Authorities and PCT’s Designed and coordinated a social marketing campaign study for 0-5 years olds who are potentially at risk of obesityCoordination of Merseyside School Sport Survey of 104,129 young people (70%), reaching 354 Primary and 96 Secondary Schools

£1.5 million worth of in-kind publicity 750,000 visits to www.merseysidesport.com£50,000 worth of in-kind publications5,000 individuals receive E-Newsletter120 fans on Facebook 1,081 followers on Twitter

Maintain high levels of finance and governanceExcellent clean independent audit annuallyAchieved NSPCC Advanced Level Child Protection and Welfare StandardAchieved Foundation Level in Equality StandardAchieved Towards an Excellent Service Standard Achieved good-excellent customer satisfaction95% of key partners felt a sense of strong partnership working and pride

Our Collective SuccessOur new strategy gives us the opportunity to celebrate the excellent outcomes and successes of the previous Merseyside Strategy for Sport and Physical Activity 2006-2010 and, by building on these successes, we continue to encourage our partners to work together to get more people participating in sport and physical activity. The table7 below shows a snap shot of the high level progress and impacts achieved by the partnership during the annual reporting periods of 2006 to 2011.

Adult (16+) Participation

Young People (5-16) Participation

Coaching, Volunteers and Clubs

Investment

Market Research and Data Intelligence

Media and Communications

Governance

7 Data and information accumulated from MSP annual reports 2006/7, 2007/8, 2008/9, 2009/10, 2010/11

8 Sport England Active People Survey 1 (2006) to 5 (2011)

Image courtesy of MSP, Alan Edwards Photography 11

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Participation: AdultsBased on data from the Active People Survey9 an average of 21.8% of adults (over 16) in Merseyside regularly participate in moderate intensity sport and physical activity, an increase of 2% across the partnership. The challenge for MSP Board and its Core Team is to identify the range of interventions that offer the highest probability of achieving sustained growth in adult participation year on year, and work with our partners to deliver them.

The participation data by local authority is represented in the table below:

Call to Action 1 To provide and promote high quality opportunities for adults of all abilities to become involved in sport and physical activity on a regular basis by:-

Expanding the range of opportunities for participation at all levels

Targeting and finding new ways of involving low and non-participant groups

Working with education to provide opportunities for participation

Promoting a co-ordinated programme of mass participation events

Encouraging adults to adopt active transport as part of everyday life

We will measure our success by :-

An increase in the number of adults participating in regular sport and physcial activity

Local area Active People 1 (2006)

Active People 5 (2011)

% Change

Halton 20.1% 24.5% +4.4%Knowsley 19.8% 19.4% -0.4%Liverpool 18.1% 21.1% +3.0%Sefton 21.8% 19.6% -2.2%St Helens 19.6% 21.0% 1.4%Wirral 19.5% 25.5% +6.0%Average Totals 19.8% 21.8% +2%

9 LSport England Active People Survey 1 (2006) to 5 (2011)

Image courtesy of Sefton Sports Development 13

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Based on the mid-2010 national population statistics, 348,60010 children and young people aged 0 to 19 are residents of Merseyside, which is 24% of its population. The challenge for MSPBoard and its Core Team is to identify the range of interventions that offer the greatest opportunity of equipping children and young people with the skills, confidence and enthusiasm to take part in sport and physical activity and to work with partners to achieve this.

Call to Action 2To provide and promote high quality and safe environments for children and young people of all abilities to become involved in sport and physical activity on a regular basis by:-.

Expanding the range of opportunities for participation within a formal and informal club setting

Targeting and finding effective ways of involving low and non-participation in 14-19 age groups

Targeting and finding effective ways of involving low and non-participation in under 14’s age groups

Improving the quality and range of school sport competitions and encouraging active participation

Encouraging active participation in leadership and volunteering opportunities

We will measure our success by :-

An increase in the number of children and young people joining community sports clubs

An increase in the number of children and young people aged 14-19 participating in sport and physical activity

An increase in the number of children aged 14 and under participating in sport and physical activity

An increase in the number of children and young people participating in competitive sport

An increase in the number of children and young people volunteering at mass participation events

An increase in the number of educational establishments achieving School Games Mark standard

Participation: Children & Young People (0-19)

10 LOffice for National Statistics (ONS) Mid-2010 population

Participation: Children & Young People (0-19)

Image courtesy of MSP, Alan Edwards Photography 15

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Based on the 2001 national population statistics, 264,89511 households have one or more persons with a limiting long term illness in Merseyside, which is 18% of its population. The challenge for MSP Board and its Core Team is to identify the range of interventions that offer the highest probability of equipping disabled people with the skills, confidence and enthusiasm to take part in sport and physical activity and to work with partners to achieve this.

Call to Action 3To provide and promote high quality and safe opportunities for disabled people of all abilities to become involved in sport and physical activity on a regular basis by:-.

Expanding the range of opportunities for participation at all levels

Coordinating competitive opportunities for participation and talent identification

Supporting the development of multi skills and sports specific clubs

Encouraging and promoting the inclusion of disabled people

Empowering disabled people to take up coaching, volunteering and officiating opportunities

We will measure our success by :-

An increase in the number of disabled people participating in sport and physical activity

An increase in the number of disabled people participating in multi skills clubs and sports specific clubs

More disabled people progressing into talent squads

An increase in the number of disabled people coaching, volunteering and officiating

Participation: Disability

11 LOffice for National Statistics (ONS) 2001 population

Image courtesy of Knowsley Sports Development 17

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Merseyside has a proud history of sporting success. Its county teams regularly win at a national level across a range of sports and it has produced some of the UK’s best known International, Olympic and Paralympic sports stars. Its strong commitment and track record of sporting success boasts a wide range of participants, clubs, coaches, volunteers and facilities. The challenge for MSP Board and its Core Team is to identify suitable mechanisms to support talented athletes to achieve success at the highest level and to work with partners to deliver them.

Call to Action 4To support the identification of talented performers and enable them to reach their personal dreams and goals by:-

Promoting support packages for athletes with potential who are not yet on any funded programme

Working with educational establishments to develop scholarships and bursaries to attract elite athletes to study in Merseyside

Developing an education programme specifically aimed at supporting high level coaches

We will measure our success by :-

More talented performers in receipt of scholarships and bursaries

An increase in the number of high level coaches supported through a personal development programme

Participation: Talent

Image courtesy of Hanna Moses 19

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PeopleThe voluntary sector’s involvement in the delivery and development of sport and physical activity in Merseyside, as across the whole country, is vital. Based on the Active People Survey12, an average of 6.6% of adults (over 16) in Merseyside take part in volunteering. Reflecting on recent transformations in the sport and physical activity sector, as well as the general workforce, social and consumer trends, Merseyside Sports Partnership recognises that having a quality workforce, with leadership and innovation skills, is the central factor for success. Coaches and volunteers are the lifeblood of sport in Merseyside, through supporting participation and developing sporting talent. The challenge for MSP Board and its Core Team is to continue to promote the benefits of coaching and volunteering which supports community activity and develop the skills and where appropriate the employability of the individuals involved.

Call to Action 5To support the ongoing development of coaching and volunteering capacity within the sport and physical activity sector in Merseyside by:-

Creating high quality leadership opportunities for all ages

Enabling personal development opportunites which may ultimately lead to paid employment

Providing a coordinated education and training programme and encouraging continuing professional development

Encouraging employers to promote opportunities through their work places

Regularly recognising, rewarding and celebrating achievements through communications, conferences and awards

Raising the awareness and adoption of minimum standards for deployment of coaches and volunteers

We will measure our success by :-

An increase in the number of paid staff, coaches/instructors and volunteers attending personal development programmes

An increase in the number of adults volunteering

An increase in the number of adults receiving coaching

An increase in the number of coaches registered on Coaching Merseyside

An increase in the number of coaches adhering to minimum recognised standards for deployment

12 LSport England Active People Survey 1 (2006) to 5 (2011)

Image courtesy of Wirral Sports Development 21

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PlacesHigh quality, well planned, sustainable sports clubs; leisure facilities and educational establishments underpin participation and performance. They also provide positive social and economic benefits to local communities. The challenge for MSP Board and its Core Team is to identify suitable mechanisms to increase usage, advocate quality standards and encourage venues to review their governance in order to capitalise on further opportunities, and to work with partners to deliver them.

Call to Action 6To ensure that there is access to a range of quality places in Merseyside to play sport and take part in physcial activity by:-

Utilising data and intelligence to identify and better align provision to reflect local community sport need and increase participation

Supporting venues to develop a greater understanding of their local communities

Maximising the potential of capital programmes and fully examining joint developments between key stakeholders

Promoting the advantages of Clubmark and support the process of accreditation

Working with educational establishments to become more widely accessible to community sports groups

Encouraging employers to promote a healthy and active workplace

Providing an advisory service to sports clubs considering social enterprise status

We will measure our success by :-

An increase in the number of projects applying for and successfully receiving capital funding

An increase in the number of school sites accessible for community club use

An increase in the number of sports organisations with recognised accreditation standards

Image courtesy of Crosby Lakeside Adventure Centre, Sefton 23

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Partnership WorkingMSP Board and the Core Team recognise the importance and value of working in partnership. They believe that by working together, they can better meet their customers and organisational needs and, at the same time, deliver better quality services that maintain and increase participation in sport and physical activity across Merseyside. The challenge for Merseyside Sports Partnership Board and the Core Team is to continue to develop and maintain long term partnerships with all organisations which share their values and passion for making a difference.

Call to Action 7To maintain and develop the culture of working in partnership that delivers on its promises to customers, local communities and funding bodies by:-

Maintaining a strong strategic leadership board, made up of high level, influential members representing sport, education, health, voluntary and local government sectors

Sustaining a Core Team of professionals who provide leadership, co-ordination and structures which allow people and organisations to work together more effectively.

Attracting investment through identified funding sources and encouraging partners to work collaboratively in pursuing them

Continually appraising performance in order to identify improvements and further business opportunities.

We will measure our success by:-

Annual customer satisfaction survey

Maintaining strong Governance and Financial Arrangements

Growing the levels of investment

Achieving and maintaining recognised quality standards

Image courtesy of MSP, Alan Edwards Photography 25

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ProfileWith a combined in-kind publicity value of £1.5 million13 and over 750,000 visits14 to www.merseysidesport.com, MSP Board and its Core Team has a wide range of communication channels through which it promotes its core activities, and that of its partners, to raise the profile of sport and physical activity in Merseyside. Our challenge is to continue to provide positive messages to inspire the people of Merseyside to become more involved.

Call to Action 8To raise the profile of sport and physical activity across Merseyside by:-

Maintaining a credible image that positively influences high level decision makers

Providing positive messaging to inform, persuade and remind customers of products and services

Celebrating progress, impact and achievements made by the partnership

We will measure our success by :-

Annual Customer Satisfaction Survey

Media coverage and publication value secured

Increasing the number of visits to: www.merseysidesport.com

A successfully executed reward and recognition business event

13/14 LData and information accumulated from MSP annual reports 2006/7, 2007/8, 2008/9, 2009/10, 2010/11

Image courtesy of MSP, Alan Edwards Photography 27

28 www.blackstripedesign.co.uk

For further information contact:

Merseyside Sports PartnershipCore Team

T: 0151 427 3889F: 0151 427 3779

E: admin@merseysidesport.comW: www.merseysidesport.com

NEED IMAGE “MISSION”

Acknowledgements

For steering the process of formulating this strategy we would like to thank members of the MSP Board and its Core Team who have actively participated in

the development of this document

follow us @merseysidesportlike us on facebook.com/merseysidesport

Image courtesy of MSP, Alan Edwards Photography