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One Year On

How quickly time flies. It is extraordinary to think that last year we were watching an amazing summer of sport. Golden moments are still with us with Andy Murray triumphing at Wimbledon and Chris Froome winning the “Tour de France”.

When I worked on the 2012 bid and throughout the run up to the Games, we were all motivated by the mission to “inspire a generation”.  Sport England’s Active People survey revealed that in December 2012 over 750,000 more people were playing sport every week compared to 2011. Overall now 1.57 million more are now playing sport since 2005, when we won the right to host the 2012 Games. Two thirds of sports measured by the survey are showing increases with athletics, judo, hockey, netball and swimming growing in popularity.

Olympic Legacy Research by Kantar showed that 15% of British Adults have taken part in a new sport or are doing more sport as result of the Games. Nottinghamshire has implemented a £1m grassroots sports investment fund and in January 2013 over £250,000 of National Lottery funding was split between six groups.

British Rowing has seen a ten-fold increase in regular unique visitors to its website since the Games. Over 33,000 have entered their postcodes onto the site showing real insight into the “hotspots”. British Rowing has now run a programme called “Explore Rowing” in which 550 rowing clubs offer introductory sessions.

Sports wear firms have also shown an increase in business. Sports Direct revenues grew by over 22% to over £1bn and online sales grew by 54%.

Sainsbury’s has a real long- term commitment to legacy, sponsoring the Games but also continuing with their Active Kids scheme that was launched in 2005. Since those early days, Sainsbury’s has donated over £120m in sports equipment and experiences. In addition, Sainsbury’s is also investing £10m in a four-year sponsorship of the School Games.

Procter and Gamble has invested £25m in August 2012 into sustaining youth sport programmes around the world. In the UK, working with “Beyond Sport”  they have sponsored the UK Impact Award that recognised the organisation that made the biggest difference across the nation using sport.  They collaborate with 21st Century Legacy, founded by David Hemery on “Be the best you can be” that works with schools.

Prudential has become the headline sponsor for “ Ride London”, Ecover is sponsoring the “Blue Mile and NGB’s such as England Tennis has developed the “Taste Tennis Sensation”  and England Golf “ Get into Golf” so there is the potential to grow the legacy. Tradepoint are sponsoring British Colleges Sport National Championships.

Let’s not forget the “Games Makers” - we need coaches and volunteers to continue the Games Maker style of customer service training! 

This work is so important. According to the British Heart Foundation, the direct cost to the NHS of physical inactivity is £900m per year. However, it is vital that these opportunities are communicated to their potential customers through targeted campaigns and individuals feel able to "take part".