Sporting Equals - UK sports organisations, professional sports clubs, Leadership in sport, BME leadership in sport, BME communities, England Athletics, sport, physical activity

England Athletics BME Community Engagement Toolkit

Sporting Equals discussed the background and objectives for the BME Engagement Toolkit with
Chris Jones, Head of Marketing & Strategy England Athletics.

What was the starting point for the development of the toolkit?

There were a number of things we wanted to achieve, to review where we were
as a sport, provide better resources for our people locally and deliver a solution within the existing framework.
So being able to proof the organization and promotion of our own core strategic programmes and events to ensure that we had the maximum uptake from BME communities was important. From an education standpoint it was important for us to developing the knowledge of our volunteer sector clubs and coaches who are the service providers locally.
The key however was the integration of messaging and project delivery, to ensure we didn’t organize a raft of separate activities, it was essential this took place within our core, mainstream activities.
Finally we wanted to deliver a resource that documented the key challenges and provided knowledge and understanding of the barriers in our sport.

What do you see as the value of working with Sporting Equals?

Knowledge, facts and research, key contacts of local bodies and organizations working with BME communities, some investment and accessing their bank of best practice in project delivery

How has the relationship been structured to deliver insight and value to England Athletics?

As an NGB we value diversity, and strategically recognise that this commitment needs to come from the top. As the Head of Marketing and lead for Equality & diversity I brokered the SLA with Nik Trivedi, Head of Consultancy based on some identified priorities and tasks. What we don’t need is information, which isn’t applicable both to our sport and how we are looking to develop strategically. For example this has meant how we can we support our clubs to provide flexibility around dress and ensure consideration is given to single-sex sessions. Or how Sporting Equals can facilitate sessions / insight so we can design and offer programmes to appeal to specifc ethnic segments e.g. the formation of groups who can train together to help break down barriers.

We continue this collaborative approach at all levels with each task apportioned to the relevant staff within both organizations to deliver whether that is communications, promotion or education (leadership) focused.

What other key strategic areas will you be looking for support from Sporting Equals?

We recognise the added value from involving Sporting Equals as early as possible within our planning.
I am due to agree the new framework and outputs with Nik Trivedi, in order to continue to re-innforce the core priorities agreed to date. A review of what has worked well and where we need to review an approach (we struggled to action the LIRF course for BME volunteers in Birmingham due to poor take up – we need to revaluate this and agree whether this is the most appropriate strategic approach) – some follow up evidence of impact as a result from the toolkit roll out would also be useful.

To view the BME Community Engagement toolkit click here