Nottingham City of Football
In September 2014 Sport England appointed Nottingham as the first City of Football. This came with the challenge of helping people across the City to find their football in new and interesting ways.
Insight
The thinking behind our approach
Around 12 million adults in England are in a lower socio-economic group, and Sport England’s Active Lives survey shows that a third are inactive.
It’s important to understand the differing motivations and barriers for this audience when it comes to football. There isn’t one single answer to helping people play football and stay active. That’s why understanding the people you’re trying to reach – knowing your audience – is so fundamental.
The Active Through Football programme has been designed using clear insights. Here are some of the key ones that have informed approach.
Small-sided football insight report (May 2018)
Research was conducted into the small-sided Football market to support with the production of Local Football Facility Plans.
Engaging a lower-seg audience in football (October 2018)
Building on the findings from the small-sided football insight report to focus upon how a lower-seg audience engage with football.
Parks Pilot evaluation (February 2020)
Key findings and recommendations from the Recreational Football in Parks Pilot, summer 2019
Mind the Gap insight webinar
Look back at the presentation and recording from the Mind the Gap insight webinar. Both presentation and video will help you to understand more about the nature of engagement and under-representation of lower social-economic groups in sport and physical activity.
Download the presentation here.