Made By Sport campaign launches with a bang!

By Matt Shaw, Media & External Affairs Manager, Sported

On Wednesday morning the great and good of the  sport sector descended on the Black Prince’s Trust in London for the launch of Made By Sport, a new exciting four year campaign that will champion the power of sport to change lives and raise vital funds for charities that are using Sport for Development.


Made By Sport kicked off in style with Prince Harry, Anthony Joshua and Nicola Adams all in attendance to throw their weight behind the campaign. Casting aside his prepared speech, Prince Harry talked passionately about his experience of Sport for Development, having visited numerous charities and programmes over the last few years, including many Sported members.


He said: “We have a responsibility through this campaign to ensure the places that are being shut down are not being shut down. And that people from all walks of society, of every corner of this country are given the opportunity to shine, to flourish. Because this is about community. This is about providing an opportunity to young people all over the place to be part of something. Something they might not be getting at home or within their own community, but the moment they walk through the doors of a sports club or a gym, they are part of a team and have this human connection they otherwise wouldn’t have.”


Watch his full speech below.



The campaign is setting out to raise £40m for grassroots sport charities and groups through a mixture of fundraising in collaboration with Great Run (which organise the Great North Run), match funding from Sport England and the National Lottery, alongside building partnerships with big brands.


The campaign marks a big step forward for the Sport for Development sector, not just for the large scale cash injection at a time when sport and youth clubs across the UK are closing at an alarming rate. But it also has huge potential to help redefine sport’s role and importance in society. For too long sport has been viewed through either the prism of elite sport with its gold medals and million pound transfer fees, or through the narrow parameters of its  health benefits, with little recognition of the multitude of other societal benefits it can deliver. Made By Sport can change that. With the backing of high profile individuals such as Prince Harry, AJ and Nicola Adams, and by shining a light on the brilliant work and emotive stories of grassroots organisations, the campaign can raise public awareness and improve understanding of sport’s true role in society.



What might Made By Sport  mean for grassroots Sport for Development groups?


New funding opportunities


Improved public awareness and understanding of Sport for Development among your key stakeholders (e.g. local government, local funders, businesses & employers)


Use of the Made By Sport brand and marketing collateral to promote your group and services to your local community


Opportunities to tell your story through Made By Sport’s national media partners. The launch attracted global press coverage. National and local media will be keen to identify stories from ‘the coalface’ to bring the campaign to life.

Example of launch press coverage:


• Telegraph



Sported has been heavily involved in the development of the Made By Sport campaign through the work of the Sport for Development Coalition. The launch is obviously just the start. As it picks up steam, we’ll be encouraging our volunteers, members and their young people to get involved in the campaign, so keep an eye on your Sported emails and our social channels for all the latest Made By Sport news and opportunities!


For more information about Made By Sport please click HERE.