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Merseyside Strategy for Sport and Physical Activity 2012-2017

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


Foreword Welcome 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 Bell Chairman 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

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Our Collective Success

10

Participation - Adult 12 - Children & Young People

14

- Disability

16

- Talent 18 People 20 Places 22 Partnership working 24 Profile

Image courtesy of MSP, Alan Edwards Photography

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Introduction Sport 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 tradition World class successes for elite and talented athletes Vibrant infrastructure of coaches, volunteers and sport clubs High profile sporting events at impressive sporting venues Significant tourism and a growing business economy Dynamic 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 districts 35% 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

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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

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Merseyside Sports Partnership Merseyside 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.

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5 LCounty Sports Partnership Network 6 LSport England and Experian Ltd (2010)


Image courtesy of St Helens Sports Development

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Mission Why we exist:

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

Vision What 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

Values How 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

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Event management and programme delivery


Image courtesy of MSP, Alan Edwards Photography

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Our Collective Success Our 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

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 events 5.5 million young people received quality coaching as part of Community Sports Coaching programme

Young People (5-16) Participation

12,561 young people participated in Sport Unlimited programme 10,000 young people participated in Merseyside disability schools competitive events 225,000 young people participated in Merseyside wide sports competitive events 89.6% of young people received 2 hours high quality PE across Merseyside

Coaching, Volunteers and Clubs

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 Merseyside 6.6% of the population in Merseyside are volunteering 1,600 coaches and volunteers attending training and development courses 361 accredited Clubmark clubs in Merseyside and 82 working towards a quality standard

Investment

£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

Market Research and Data Intelligence

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 obesity Coordination of Merseyside School Sport Survey of 104,129 young people (70%), reaching 354 Primary and 96 Secondary Schools

Media and Communications

Governance

£1.5 million worth of in-kind publicity 750,000 visits to www.merseysidesport.com £50,000 worth of in-kind publications 5,000 individuals receive E-Newsletter 120 fans on Facebook 1,081 followers on Twitter Maintain high levels of finance and governance Excellent clean independent audit annually Achieved NSPCC Advanced Level Child Protection and Welfare Standard Achieved Foundation Level in Equality Standard Achieved Towards an Excellent Service Standard Achieved good-excellent customer satisfaction 95% of key partners felt a sense of strong partnership working and pride

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

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Participation: Adults Based 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: 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%

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

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


Image courtesy of Sefton Sports Development

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Participation: Children & Young People (0-19) 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 MSP Board 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 2 To 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

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


Image courtesy of MSP, Alan Edwards Photography

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Participation: Disability 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 3 To 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

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11 LOffice for National Statistics (ONS) 2001 population


Image courtesy of Knowsley Sports Development

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Participation: Talent 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 4 To 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

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Image courtesy of Hanna Moses

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People The 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 5 To 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

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


Image courtesy of Wirral Sports Development

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Places High 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 6 To 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

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Image courtesy of Crosby Lakeside Adventure Centre, Sefton

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Partnership Working MSP 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 7 To 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

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Image courtesy of MSP, Alan Edwards Photography

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Profile With a combined in-kind publicity value of ÂŁ1.5 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 8 To 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

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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

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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

For further information contact: Merseyside Sports Partnership Core Team T: 0151 427 3889 F: 0151 427 3779 E: admin@merseysidesport.com W: www.merseysidesport.com

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NEED IMAGE “MISSION�

follow us @merseysidesport like us on facebook.com/merseysidesport www.blackstripedesign.co.uk Image courtesy of MSP, Alan Edwards Photography


Merseyside Strategy for Sport and Physical Activity 2012-2017