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StreetGames: Legacy Leaderschanging sport, changing communities, changing lives“The doorstep approach is a really smart way ofintroducing young people to sport regardless of postcode,wealth or status. I know from my own experiences andbackground that there is loads of talent in all communities– young people just waiting to be given an opportunity anda chance to show what they can do.The sooner they areintroduced to StreetGames the better.”Steve Smith 1996 Olympic Bronze Medallist, High JumpStreetGames UK Ltd,Lilian Baylis Old School, Lollard Street, London SE116PY.Tel: 020 7735 9800 Email: info@streetgames.org www.streetgames.orgPrinted September 2009 © StreetGameschanging sportchanging communitieschanging lives

Case StudyStreetGames in Gloucestera Street Cheer starOfficially launched in July 2008, StreetGames inGloucester is delivered by Gloucester City Council’sSports Development Service.The project is already generating impressive resultsfor Gloucester and is helping to achieve key criteriain the Local Area Agreement including:● Contributing to reducing obesity● Increasing capacity for communities to take actionin order to create more vibrant and thrivingcommunity● Building respect in the community and reduce antisocial behaviour● Vulnerable children and young people haveimproved life chances by maximizing their ownpotential for safe, healthy, happy and successful lives● Increase health, and reduce health inequalities● 14 - 19 year olds have improved choices andsupport suitable to their age group● Improved quality of life for people in the mostdisadvantaged neighbourhoodsOver 400 young people attend sessions in 8 wardsacross the city. Around 70 of these participantsregularly attend a Street Cheer club at a youth ledproject called Together in Matson.The club wasdevised and developed by a young volunteer whoattended a training course through StreetGames.Mainly operatingmultisport sessions,where participantsget to experience anumber of differentsports andactivities,Gloucester CityCouncil has usedStreetGames tobuild and develop links with a wide rangeorganisations including Gloucester schoolsport partnership, Gloucester youth service, youthworkers and play rangers,Aspire Sports &Cultural Trust, community andresident groups, and theGloucester Constabulary.The StreetGames results havebeen so good that furtherfunding for the project has beensecured from: ExtendedServices, Sport EnglandCommunity InvestmentFund, SportUnlimited, theFootballFoundation andthe PrimaryCare Trust.“Lots of people have had a go at me in the past,said I wouldn’t do much.Well, they were wrong.”These are the words of Dani Jones, an 18 year oldyoung mum who lives, and grew up in, Matson,Gloucestershire.From an early age, Dani had a real interest in dancebut didn’t have the opportunity to pursue herpassion. Instead, she found herself heading down ‘abad path’ which saw her kicked out of school at 14and attending anger management classes. Optionsfelt limited to Dani. Street Cheer changed that.Dani explained:“I’d liked to dance since I was about12 and pretty much taught myself the moves androutines.As I got older I went out clubbing anddancing but that was about it.Then in 2008, I startedattending youth dance sessions at the ‘Together inMatson’ project – that’s where I found out aboutStreet Cheer and the opportunity to take a StreetCheer Level 1 coaching course. Everything startedfrom there really.”changing sport,changing communities,changing livesDani got her qualification in June 2008 and fromthere has gone on to establish her own communitydance group which takes place twice a week for8-16 year olds.The Street Cheer classes haveproved so popular that there is already a squad,called Storm, of about 70 girls and boys. Dani plansto start a new class for toddlers and has theultimate goal of setting up her own dance schoolfor deprived young people.Storm / Together in Matsonhave received a grant of£1500 towards trainingcosts, equipment andcompetition costs.Thisfunding is from YoungGloucestershire, a localorganisation which helpsyoung people to make a differencein their lives and in the lives ofothers.For young mum Dani, the role hasbecome almost like a full time job,a challenge Dani relishes. Dani said:“When you tell people you leftschool at 14, they assume you’renot bright.That’s not true at all. Iam responsible for all the clubpaperwork, grant applications andbudgeting. I like doing it – gives youa sense of ‘yeah, I did that’.”The Storm Street Cheer club is nowpart of Gloucester City Council’sStreetGames.The group gives backto the community by regularlyattending and performing at localcommunity events.Dani Jones“Lots of people havehad a go at me inthe past, said Iwouldn’t do much.Well, they werewrong.”

Case StudyCase Studygirls get active in Stokeimproving healthhealth in Birminghamaccess for allStreetGames takes sport to the doorstep ofdisadvantaged communities and ensures that nogroups within those communities feel isolated orexcluded.Stoke-on-Trent City Council runs the largest projectwithin the StreetGames network. StreetGamessessions are delivered in 17 electoral wards. Everynight, between 9 and 11 sessions engage over 150young people.There are too few girls in StreetGames Stoke –and Stoke is not alone. It is a patternreplicated across sport as a whole.To give the girls a better chance, the CityCouncil and StreetGames tested a new way toinvolve 80 year 7/8 girls, from 6 high schools.The scheme started with girl-only football sessions,organised by youth volunteers Sarah Minshall andKate Beer and managed by sport development stafffrom Stoke Sport and Leisure Department.Thesessions increased the girls’ confidence, improvedcore skills and developed their ability as all roundfootballers.The girls then formed 10 5-a-side teamswhich played each other every week for ten weeksand then enjoyed their own tournament.changing sport,hanging communities,changing livesWe listen to all young people.We especially listento girls, minority groups within inner city areas, andto other groups at risk of missing out on sport. Bylistening to these groups StreetGames has becomeone of the most successful organisations operatingin the UK today at connecting with hard to reachyoung people.“I love working on this project. It is gettinggirls active, giving them something fun to doand giving those who want to develop theirskills further a way to achieve their goals.”Kate Beer, volunteer with StreetGames inStokeAs a result of the project’s success, Stoke-on-TrentCity Council’s Sport and Leisure Department nowpartner with the FA and Staffordshire Fire andRescue Service to provide a Girls’ FootballDevelopment Centre.The Centre keeps the girlsplaying football, continues to develop their abilitiesand helps them have fun. The Centre will make iteasy for the girls to join local teams when they areready for 11 a side football.Communities without easy access to sport areoften unhealthy communities.The same socioeconomicbarriers that hinder young people’saccess to sport produce poor health rates and, inparticular, rising levels of obesity.StreetGames works to combat this and have apositive impact on young people’s heath.The StreetGames Heart of Birmingham project is part ofthe PCT’s response to youth obesity.And the area needsaction as one quarter of Year 6 children in the area areobese! Funded by the Heart of Birmingham TeachingPrimary Care Trust and NHS Change4Life we make a rangeof sports and activities free and accessible on the doorstep.Statistics show that the West Midlands region has thelowest rate of sports participation in England – theresimply isn’t enough sports provision at the right time, inthe right style and at the right price to suit the needs ofthe region.Launching in January 09 with a football tournamentattended by more than 100 inner city young people fromLadywood, Handsworth,Aston and Soho the projectdelivered over 400 free multi-sport sessions, 296 StreetCheer sessions and more tournaments in schools, parks,sports centres and youth centres. Over 100 new coacheshave been trained in Street Cheer, Football, Dodgeball andBoxing.The project has also set up new activitiesfor young people with mental health issues and fordeaf young people.“The new NHS Change4Life movementencourages people to ‘Eat well, and ‘Movemore’ – this StreetGames Heart of Birminghamproject is already taking great strides towardsthese objectives by reaching hundreds of innercity young people and engaging them in fun,different, accessible sporting activities, makingphysical activity part of their day to day lives.”Kevin Haywood, head of public health for theHeart of Birmingham PCT

Case Studydeveloping communitiesStreetGames projects don’t just help young peopleaccess sport; they can become community hubs thatbring people together and change lives through sport.We work closely with third sector and communitygroups to ensure the impact of our projects is farreaching.Through our Legacy Leaders programmewe share knowledge and experience of this workmethod to inspire a new wave of community hubs.Case StudyLilian Baylis Old SchoolThe North Lambeth and North Southwark SportAction Zone transformed a mothballed 1960’s schoolbuilding on a troubled estate in South London into athriving community sports centre.Before Lilian Baylis Old School, the area had nocommunity hub, simply a vacant school building. Now,facilities include: the Michael Jordan Basketball Court,a dance studio and fitness area, four multi-purposesports halls, boxing ring, indoor football pitch, healthyliving centre and numerous classrooms/educationalfacilities.The centre enables over 4,000 individuals a year toattend one of the 100 or more sessions/activitiesheld every week. Over 70,000 attendances in totalwere recorded in the last year, 30,000 of these wereattendances by young people at StreetGamessessions, delivered both at the centre and via itsoutreach programme into 22 neighbouring estates.The centre is a hub for a wealth ofcommunity/sports groups and partnersincluding The North Lambeth HealthyLiving Network, Lambeth Youth Offending,London Active Communities, PACT (PersonalAttainment & Community Training), Nike andThe Football Foundation. Brian Dickens MBEis the manager of the Sport Action Zone andStreetGames Partnership Advisory.footballer of the futureEmmanuel Andrade has gone from attending his localStreetGames football sessions to playing for MillwallFootball Club!At 13 years old Emmanuel started attending regularStreetGames football sessions at Lilian Baylis. Herepresented the sessions in the Lambeth World Cup.This event is held every summer by Lambeth Council,Fulham FC and Sport Action Zone (SAZ).The besttwo teams from ten football programmes running inthe borough (in four age categories) compete in afinal tournament at Fulham FC’s training ground inMalden. Emmanuel’s team won their age category histalent was spotted.As well as playing for Millwall FC Under 16s andcontinuing his studies, Emmanuel remains involvedwith StreetGames at Lilian Baylis by working as avolunteer during the holidays and helping staff todevelop a youth forum. He is well respected by allchildren and is a great example of an inspiringLegacy Leader.Centre for Sport & LearningThe Centre for Sport & Learning (CSL) deliversStreetGames in Manton, Bassetlaw, the 5th mostdeprived ward in the East Midlands. For youngpeople living in this relatively isolated ex-miningcommunity, not having ‘stuff to do’ or places to gowas a problem.CSL operates from a youth and communitycentre at the heart of Manton.The centre wasdisused until local people decided tochange that. It has taken two yearsand bags of effort to raise the money.The PCT shares the building andmakes the greatest financialcontribution.As a result of these community efforts,young people now have a base fordance, arts, drama and singing andoutside there is a multiple use gamesarea – a MUGA which is soon to befloodlit.There are learning and leadershipactivities too which lead to YouthAchievement and sports awards.changing sport,changing communities,changing livesFootball sessions run at least twice a week (eighttimes a week during school holidays). Street Cheersessions are popular, with participants nowregularly performing at community events inand around Manton.The Street Cheer sessions are led by Sarah, avolunteer on The Co-operative StreetGames YoungVolunteers programme, a separate scheme run byStreetGames. Difficulties at home left Sarah a bit“I’ve never been proud ofmyself for anything in thepast but I am proud to beable to show other youngpeople that there areopportunities out therefor them to achievesomething.”Sarahshort on confidence and direction. She didn’t feel shefitted in well in the community.That’s all changed.Sarah now leads sessions, advises on communitydevelopment and has even met with Gordon Brownto discuss facilities in Worksop!“Sport does have the capacity to changelives; I’ve seen it here in Manton.StreetGames sessions, delivered via theCentre for Sport & Learning, have givenyoung people in this community a valuableoutlet for their energy and enthusiasm anda safe environment in which to learn newskills – both sporting and social.”John Mann, MP for Bassetlaw

creating more sports opportunitiesStreetGames works closely with National GoverningBodies of Sport (NGBs) to create anddevelop links between disadvantagedcommunities and mainstreamsport.These links are crucial forestablishing a lasting legacyof sports opportunity foryoung people living indeprived areas.badmintonBadminton is very popular with young people. It iseasy to learn, easy to start to play, and presentsexciting challenges as players progress. Our workwith BADMINTON England will promote newparticipation and leadership projects, with a specialfocus on young people aged 14 to 18 years toencourage them to take up and stay in the sport.changing sport,hanging communities,changing livesBADMINTON England is very enthusiastic aboutworking with StreetGames to bring the sport to newaudiences. By engaging young people in the sport wecan get them active and give them the skills tocontinue taking part in sport throughout their lives.athleticsAthletics provides the fundamental skills, like running,jumping and throwing, needed to enjoy all sport.StreetGames is working closely with EnglandAthletics to develop new leadership training andnew participation programmes that will appeal todisadvantaged young people.The aim is to get moreyoung people enjoying a fun and dynamic short formof athletics competition called Sportshall (indoor)and Quadkids (outdoor) on their doorstep, whichdon’t involve expensive facilities or equipment.It’s a strategy that’s working as we’ve generatedover 5,000 athletics attendances over the pasttwelve months.The partnership will discover newathletics leaders who can provide athletics in afun and safe local environment. For furtherdetails please visit www.englandathletics.org orwww.sportshall.org or www.quadkids.org.uk.rowingBritish Rowing has had significant success withworking in schools over the past few yearsand is now keen to try working in alternativecommunity settings. StreetGames and BritishRowing are piloting Indoor Rowing in 6StreetGames projects in the first year.British Rowing will train 80 StreetGames coachesand volunteers in the safe delivery of Indoor Rowing.British Rowing has bought StreetGames projects20 indoor rowing machines. A virtual league willprovide the competitive opportunities thatspice-up coaching sessions and Indoor Rowingwill form part of a number of StreetGamestournaments at local and regional level.handballHandball is an easy game to enjoy and it can beplayed anywhere there is space to throw a balland for a makeshift goal.We are working closelywith the England Handball Association to qualifymore coaches and volunteers to make Handballmore widely available.Handball is a hugely popular game throughoutEurope and has been an Olympic Sport since 1936. Itis a particularly great sport for bringing multi-culturalcommunities together. Last year, the London Boroughof Newham’s Sports Development Team enteredteams in tournaments in Sweden and Germany.Wehope to support other doorstep sport programmesto join in international tournaments and giveyoungsters the experience of travelling and takingpart in major events.Street CheerStreet Cheer is a unique blend of Street Dance andCheerleading which emphasises team work,performance and competition.There are more than10,000 StreetCheerers already in the UK regularlystrutting their stuff - both girls and guys love it!The UK Cheerleading Association, an affiliate ofBritish Gymnastics, is committed to training morecoaches, running more festivals and tournaments, andsetting up more Street Cheer projects to meet thegrowing demand. Projects like the StreetGames WestMidlands StreetCheer initiative – a People Dancingprogramme funded by Legacy Trust UK,Arts CouncilEngland West Midlands and Advantage West Midlands.This project is part of the West Midlands CultureProgramme for London 2012 and uses theinspirational power of the Olympic & ParalympicGames to get more young people in the regiondancing and cheering! The project will see StreetCheer delivered to the West Midlands mostdisadvantaged and under-servedcommunities.Girls and boyslove StreetCheer – over5,000 attendedsessions inthe last year!

Case StudyschoolsThe 5 hour offer is the name given to thegovernment’s strategy to make up to five hours ofsport per week available for all pupils, including twohours within the curriculum, and three hours foryoung people aged 16-19.Yardley StreetGames runs on the Glebe estate andlinks with Glebe Farm FC, an FA Charter Standardclub.Youngsters from the estate based sessions areencouraged to learn to coach and lead and aresupported to gain appropriate qualifications.These young people go on to develop localestate-based sessions and offer lunchtime andafter-school coaching to schools in the area. Manyhave gone on to become employed sports mentorswho specialise helping schools use sport to tackledifficult behaviour or learning issues.Even topics including maths are tackled by thementors, who use sport to illustrate core principlesin a way that engages young people.changing sport,hanging communities,changing livesThe government’s ‘5 hour offer’ is an important partof plans to establish an effective Olympic legacy.StreetGames works with schools to make sureyoungsters from disadvantaged areas don’t miss outon the offer.This has had a huge impact on schools in Yardleyand Nechells. One example is Stanville PrimarySchool, which has 25% of children on the SpecialEducational Needs list.“The football programme put in place by Alison has made a huge impact, particularly for childrenwho require special support for emotional, social and behavioural difficulties.The coaches have alsobecome mentors to the children.”Head Teacher Susan MiddletonStreetGames inNechells and Yardleytalent and tournamentsStreetGames projects develop young people’s talentsand abilities throughout the year.This is oftenshowcased during the summer in regional andnational StreetGames festivals andevents.The StreetGames Regional Festivals takeplace every year.They provide animportant focus for many young peopleto work towards.The festivals rangein size from smaller events, attended byaround 100 young people, to large scaleevents that attract over 1,000StreetGames participants.By regularly attending their local projects,young people develop their abilities andbuild up their confidence.This preparesthem to take centre stage at thetournaments and represent their areasagainst other groups from the region.In 2009, our series of summer eventsand festivals saw over 5,000 youngpeople take part in StreetGamesregional festivals.They participated inevents including: ultimate Frisbee, StreetCheer, basketball, skipping, football, tagrugby, athletics, handball, skateboarding,Tri-Golf, cricket, climbing, angling, tabletennis and futsal to name but a few.The festivals play a crucial role in ourLegacy Leaders programme.As the build up to the 2012London Olympic &Paralympic Games gainsmomentum, more and moreyoung people will beinspired to be the best theycan be through sport.These festivals make sureyoung people fromdisadvantaged areas havea platform to showcasetheir skills, pursue theirdream and get involved!“Having the Olympic & Paralympic Games come toLondon is a dream come true for all GB athletes butit should also be for young people too.There has neverbeen a better time to get involved with sport andthanks to StreetGames, and National Lottery funding,more young people are getting that opportunity.”Beth Tweddle,World and European Champion gymnast

what we’ve achieved and where we’re headingtotal participantsStreetGames is one of the fastest growing charities in the UK today. Since launching in 2007, we have:● Established and developed over 100 doorstep sport projects across England and Walescoaches/volunteers● Recruited over 3,000 coaches to community projects Coaches● Supported and helped train almost 2,500 young volunteers Volunteers● Helped over 86,000 young people access sport140,0006000120,000100,00080,00060,00040,00020,000500040003000200010000Apr-Jun2007Jul-Sep2007Oct-Dec2007Jan-Mar2008Apr-Jun2008Jul-Sep2008Oct-Dec2008Jan-Mar2009Apr-Jun2009Jul-Sep2009Oct-Dec2009Jan-Mar2010Apr-Jun2010Jul-Sep2010Oct-Dec20100Apr-Jun2007Jul-Sep2007Oct-Dec2007Jan-Mar2008Apr-Jun2008Jul-Sep2008Oct-Dec2008Jan-Mar2009Apr-Jun2009Jul-Sep2009Oct-Dec2009Jan-Mar2010Apr-Jun2010Jul-Sep2010Oct-Dec2010ActualProjectedActualProjectedchanging sport,hanging communities,changing livessport attendances● Generated over three quarters of a million sports attendances2,500,0002,000,0001,500,0001,000,000500,0000Apr-Jun2007Jul-Sep2007Oct-Dec2007Jan-Mar2008Apr-Jun2008ActualJul-Sep2008Oct-Dec2008Jan-Mar2009Apr-Jun2009Jul-Sep20091,000,000Oct-Dec2009Jan-Mar2010Apr-Jun2010ProjectedJul-Sep2010Oct-Dec2010100806040200Apr-Jun2007Jul-Sep2007Oct-Dec2007Jan-Mar2008Apr-Jun2008Number of projects Male participants %Female participants %BME participants %Jul-Sep2008Oct-Dec2008Jan-Mar2009Apr-Jun2009White participants %Participants from deprived areas %participant %And we remain focused on our coreobjective – making sport accessible toALL young people living in disadvantagedcommunities.● 34 % of our participants are female● 31% of our participants are from blackand ethnic minority backgrounds● 87% of the young people who benefitfrom StreetGames projects are fromrecognised areas of deprivation

supporting StreetGamesDiane Modahl - StreetGames AmbassadorFormer Commonwealth 800m Champion and fourtimes Olympian Diane Modahl is an ambassador forStreetGames, and one of the many celebrities whosupport the charity. Here Diane explains why shebelieves so strongly in what StreetGames is doingfor young people and sport.1) Why did you decide to get involved withStreetGames?The idea that any young person should miss out onsport doesn’t sit well with me. I genuinely believethat doorstep sport and StreetGames really canand does engage, inspire and motivate a wholegeneration of young adults simply through thepower of sport.changing sport,hanging communities,changing lives2) What does your role as a StreetGamesambassador entail?As an ambassador I develop and deliver variouscampaigns for StreetGames which includes speakingto the media, and making personal appearances.3) What makes StreetGames different toother sports development organisationsyou’ve encountered?The biggest difference is the no nonsensedelivery style. It works. I’m inspired by StreetGames’goal of wanting to change the way sport functionsand its mission of increasing opportunities for youngpeople to develop as individuals.4) StreetGames is ontarget to have generatedover 1,000,000 sportsattendances in just three years - why do youthink it has been so popular?I think it’s because the way StreetGames deliverssport attacks some of the barriers to participation.For example access, location and style.This approachreaches young people that other programmes don’t.They listen to what young people want and give itto them.5) What advice would you give to youngpeople who have sporting aspirations?Believe in your own ability to achieve great things.Never, never, never give up and finally, enjoy.6) Why should other organisations orcelebrities get involved with StreetGames?Because StreetGames is more than boostingparticipation figures - it’s about enhancingcommunities for the better and making a differenceto the lives of those who live in them.“Sport has always had the potential topositively influence young people. Thedoorstep sport approach which StreetGameshas adopted is a simple yet effective way ofcutting-out some of the potential barrierswhich we know can mean a lack of access tosport, particularly amongst young people livingin deprived communities. StreetGames shouldbe very proud of what it’s achieved”.Garth Crooks, retired English footballer andBBC sports journalist“Having previously helped out with anathletics session at the North West regionalStreetGames festival, I’ve seen first-hand thedramatic impact the charity is having onyoung people’s lives. It’s great to see youngpeople blossom in sport that wouldnormally get overlooked. ”Jenny Meadows, 800m World bronzemedallist“I have gone through highs and lows in mycareer and encountered many obstacles alongthe way. All these experiences have helped mechallenge myself and try to help others alongthe way.That’s exactly what StreetGames isdoing which is fantastic. I know that theirsupport can make a big difference to the livesof the young people they come into contactwith.”Brad Friedal,Aston Villa and internationalgoalkeeperfind out moreThis publication highlights the ways inwhich StreetGames develops youth sport in disadvantaged communities,the issues we address and the partners we work with.There is more toour story than is told on these pages.To find out more about StreetGames please visit our websitewww.streetgames.org. Alternatively, email info@streetgames.orgWith doorstep sport we are changing sport, changing communities andchanging lives.