Ogogo Launches New Olympic Impact Research
As the one year anniversary of the London 2012 Olympic Games approaches, Olympic medallist boxer Anthony Ogogo helped announce new research showing that the Games has had a positive impact on the number of young people taking part in sports activities in the poorest areas of the UK.
A unique ‘winning formula’ for what worked to drive that impact has also been identified.
Anthony, who claimed bronze at London 2012, joined teenagers from Newham in East London to take part in a boxing training session run by Olympic sponsor Coca-Cola GB and UK-wide sports charity StreetGames, which develops ‘doorstep’ sport opportunities for young people in disadvantaged communities.
Despite scepticism in some parts around the effect of “Olympic Legacy”, the research – carried out by StreetGames – found that there was an increase in young people from disadvantaged areas participating in sports activities in the past year compared to the year before the Olympic Games.
The research also showed a significant upsurge in young people volunteering their time to sports projects in their communities and a rise in those developing sports coaching skills through training sessions.
Key findings include:
· 41% of the boys and 36% of the girls (14-16 years old) from areas of high deprivation said that the 2012 Olympic and Paralympic Games had inspired them to take part in sport/physical activity.
· The number of young people participating in StreetGames and Coca-Cola GB’s sports festivals has increased by 59% with over 6,000 more young people taking part.
· Participation in StreetGames and Coca-Cola GB’s sports coaching training sessions designed to deliver doorstep sports coaching in areas of deprivation (via Sport Trainers Workshops) has increased by 95%.
· The number of young people volunteering time at local StreetGames sports projects has increased by 181%
· The number of volunteering hours delivered by young people to their StreetGames sports projects has increased by 158%
Coca-Cola GB legacy ambassador, Anthony Ogogo, said: ‘I understand the power that an event like London 2012 can have to inspire young people but it’s one thing talking about getting young people involved in sport and another thing actually delivering on it, especially when things like costs can make it hard for many kids to take part. StreetGames and Coca-Cola GB projects are accessible, affordable and this research shows they are working to create a more active future for thousands of youngsters.’
‘Sometimes kids don’t have the best experience of sport at school – I was lucky, I loved all sports and had an amazing PE teacher – but the great thing about StreetGames is that it takes a very different approach and can get them enjoying sports whatever their ability.’
Jon Woods, general manager Coca-Cola GB & Ireland, commented: ‘This is Olympic legacy in action, 365 days a year. Over the last three years of partnership with StreetGames we’ve seen them grow their network and with it the number of young people benefitting from taking part. This specific growth in participation since 2012 points to the inspiration of the London Games and the way that our StreetGames partnership has captured the attention of young people in some of Britain’s hardest hit communities.’
‘We value the work StreetGames are doing to help more young people to be more active, more often, so we have extended our partnership with them for another three years. We’ll also be looking forward to working with them to bring the inspiration of the FIFA World Cup to StreetGames projects in the months to come and we hope we will play our part in inspiring thousands more young people around the UK to enjoy being active .’
Jane Ashworth, CEO StreetGames added; ‘We must continue to fan the flames of enthusiasm lit by the Olympic Games, as all the research shows that sport can engage young people and help build healthier, safer and more inclusive communities.’
‘We’ve taken huge strides in the last year, but you’re still half as likely to be involved in sport if you’re from a poorer background. To address this imbalance, we and our network of partners are bringing sport to the doorstep of young people in deprived communities. Over 300 Doorstep clubs will be established by next summer, transforming the sporting and social landscape in hundreds of deprived communities.’
