#GroundsWeekhitstheheadlines

The GMA's initiative to highlight the importance of groundscare achieves a record 6.6 million reach

The GMA's recent #GroundsWeek awareness campaign, which took place between 20 and 26 March, has broken all previous records regarding the level of engagement by people and organisations within the UK's groundscare and sports sector.

The resulting media coverage helped to raise the profile of the grounds staff who dedicate their time to enable sport to take place at all levels and, importantly, promote the profession as a career prospect to young people.

This year's campaign, which included interviews, case studies and blog posts that attracted national and regional media engagement, included 32 pieces of media coverage that attracted a 6.6 million total reach (of which 3.5 million featured as broadcast media). This in tum resulted in a 143 per cent increase in Google searches compared with last year's campaign.

GROUNDS

The initiative was also buoyed by support from key industry organisations, representing all comers of the groundscare sector - from products and services to industry media. Supporters included: Barenbrug, Farol, Husqvarna, Infinicut, ISEKI, Kubota, Origin Amenity Solutions, Premier Pitches, Reesink Turfcare, Sports&Turf from British Sugar and TurfMatters magazine.

Raising Our Profile

The GMA launched #GroundsWeek two years ago amid a challenging environment for the sector caused by the COVID-19 pandemic. With the objective of raising awareness of the vital work of groundscare volunteers and professionals in the UK, and with a focus on inspiring new recruits to consider a career in the industry, #GroundsWeek has since caught the attention of the sporting world.

The awareness week was featured on BBC Sport, ITV News and Sky Sports, as well as BBC regional radio, and earned support from leading sports organisations.

Commenting on the initiative, GMA CEO GeoffWebb said: "We launched #GroundsWeek at a time when the sector needed support and deserved recognition. By supporting the week and backing the industry, our #GroundsWeek sponsors have helped us invest in campaigns that catch the attention of the media, highlight the vital work of grounds staff, and introduce new people to careers and organisation roles in the sector.

"As a not-for-profit organisation, support from the broader industry is essential if we are to expand on activity that promotes the sector. Initiatives such as #GroundsWeek wouldn't be possible without their support - we are extremely grateful to have had them on board."