The thinking behind our approach

It’s important to understand the differing motivations and barriers for our target audiences 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.

Our programmes have been designed using clear insights. Here are some of the key pieces of research that have informed approach.

Further information about our target audiences is available on the Sport England website.