Better Together - Collaborations in Sport for Stronger Impact

Sport isn’t one big system; it is a series of small communities, each with its own needs, goals, visions and missions. Sport spans commercial, charitable, community and cultural interests that range from simply enabling people to be more physically active to being an international winner at an elite level. There are all the associated support networks and peripheral industries that are interconnected to empower the individuals, teams and groups playing and participating in that sport.  

As global economies make dramatic shifts and local demand becomes greater than the resources available, collaboration and partnership are key to survival for many and are key to the growth for others. During the early 2000s, new sporting initiatives began to emerge frequently, aiming to meet needs that were no longer being addressed by community or government resources. By 2010, this trend accelerated as funding models shifted to support community and social‑impact initiatives. At the same time, austerity measures led community, charity, and sporting organisations to step in and fill these growing gaps. 

More specialist organisations over the last few decades have formed to meet diversity and inclusivity needs, such as physical impairments, intellectual impairment and LGBTQ+, for example.  

Partnerships and collaborations are more than just about finding ways to fund activities and initiatives it can also share specialisms. Why try to become an expert in including intellectually impaired athletes in your sport if there is an organisation that is a well-established across sport consultant in this area? Pooling expert resources, knowledge and sharing success stories makes for a better outcome for those you want to provide impact for.  

It is a simple strategy to identify what it is you don’t have. This might be a physical facility, funds or knowledge, but you can find an organisation that does and start a conversation. Be transparent, clear and open about what you want to do, how you want to do it and what you can offer them in return. Partnerships have to be symbiotic and collaborative to be truly effective. Make it formal, have a written agreement or memorandum of understanding, agree on joint press communications and set deadlines you know you can both achieve to bring your vision to life and benefit each of your sporting communities.  

Partnerships make sporting organisations more effective, more resilient, and more influential, achieving an outcome that you otherwise would not be able to fund or facilitate alone. It’s a hugely positive way to work. If you are not sure where to start, contact our team, we can help support you with collaborations.