Last Friday, The Times published an article by Olympics Correspondent Ashling O’Connor with major implications for how London 2012 will come to be viewed and, going forward, for the value to brands of grassroots sports sponsorship and marketing in the UK.

Culture Secretary Jeremy Hunt. Photograph Tim Ireland/PA.

Headlined ’2012 legacy plan for a fitter Britain is quietly scrapped’ and substantiated by an exclusive interview with Olympics Secretary Jeremy Hunt, it began:

One of the key promises that helped London to win the right to host the 2012 Olympics is being quietly scrapped by ministers because Britons are stubbornly resisting efforts to get them playing more sport. When Lord Coe gave his inspirational speech to persuade IOC members to being the Games to Britain, he spoke of the events legacy in inspiring people to play sport. But the numbers taking part in grassroots sport have slipped back and ministers now admit that there is no chance of hitting the target of getting two million more people active by 2013. The target will now be axed in favour of a “payment by results” system that will penalise sports that fail to engage with young people.

Neither the Olympics failing to inspire the inactive to take up sport, nor the targets being scrapped, should come as any surprise.

In the case of the latter, this has been widely expected, based on the decline in sports participation in the last five years, which has seen only four sports gain new participants and 17 lose ground, and on the extensive briefings (with very different motives) given recently by Messrs Robertson and Jowell.

In the case of the former, it is a fact that no modern Olympics has driven an increase in sports participation in a host country, with evidence pointing to the fact that the Games simply inspires people who are already active to become even more active, and that the biggest contributory factor worldwide to the failure to engage the inactive is flawed strategy at state and sport governing body level.

On which point, expect all this to become a seriously political hot potato as we move through and beyond the Games, when the analysis of whether London 2012 has delivered on its legacy promises – already generating its fair share of media attention – moves firmly centre-stage, with sports participation in a starring role.

But beyond the Games, in the same Times article Jeremy Hunt signalled a shift in Government policy, to be announced next month, that has important consequences for brands investing in grassroots sport. Again, I quote from the piece:

The success of UK Sport…has shaped the shift. After its “no compromise” model, 46 sports governing bodies will receive money based only on their ability to attract and retain 14 to 25-year-olds. From 2013, more than half their funding will depend on their success, reviewed annually at three stages: 16, 18 and 25-year-olds. Sports that fail will have their money deducted…[Hunt said] “We are learning from the success of UK Sport…and moving to a payment-by-results system…[sports] shouldn’t expect funding unless they are delivering on targets.”

This is good news for brands investing in grassroots sport sponsorship, whether directly or as a component of a wider investment in a sport asset. In order to maintain and increase their state funding, sports governing bodies will have to be much more focused on creating and delivering grassroots programmes that demonstrably engage and recruit new young players.

That will need both more effective marketing, and more results-focused marketing. And with the greatest respect to most sports governing bodies, federations and teams, that’s something that brands – who already live and die by their ability to acquire and retain new customers – are much better at.

So I’m hoping this ushers in a new era where sports governing bodies become more focused on tapping into the marketing expertise of brands – especially youth-oriented brands – and much less focused on treating brands as banks to fund grass roots programmes that, plainly, aren’t working.

By Tim Crow on December 7th, 2011

Tags: Brand marketing, Default, grass roots sport, London 2012, Olympics, Politics, Sponsorship

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It’s been an exciting period for the RBS team here at Synergy, with a roadshow tour that has brought Judy Murray’s Set4Sport initiative to life for parents and children all over the UK. Created by Judy Murray and supported by RBS, Set4Sport is a programme inspired by Judy’s years of experience as a tennis coach and parent, which showcases easy and accessible ways for parents to play with their children and develop the skills required for playing sport. The activities featured are based on the games Judy played with her sons Andy and Jamie when they were growing up, and can easily be recreated at home using everyday items.

At its core, Set4Sport is all about helping parents to find active ways to play with their children, and it has been really inspirational to be part of a programme that will make a tangible difference to how children develop sporting skills. Judy’s own games such as “Jumping the River” and “Double Trouble” not only give parents a fantastic example of an activity they can replicate in their own homes or back garden, but also spark off their imagination to help them create games of their very own.

In June, Synergy managed the programme media launch with Andy, Jamie and Judy Murray, raising awareness of the free Set4Sport book and website. The next stage of the roll-out saw a series of roadshow events showcasing many of the suggested games and ideas. So off we headed, on a journey that took us to communities throughout England, Scotland and Wales.

To date, we have hit six venues, starting with a rainy South Shields in August, and most recently visiting Glasgow’s Riverside Museum on a chilly day in late October. The events have proven a big success, with Judy Murray present at each location, and hundreds of families descending en masse to get their fill of the Set4Sport action.

Synergy embarked on an awareness-driving PR campaign, with the aim to boost attendance at the different roadshow events up and down the country. Ahead of each event, Judy was on hand to speak to local newspapers and radio, building up buzz and excitement prior to the roadshow coming to town. As well as in-depth Set4Sport campaign features with national media, Synergy also proactively targeted press event listings and local “days out” guides, helping to generate strong numbers at each location.

For each location, Synergy identified an area of high footfall specifically positioned to attract young families to a free event, with Judy and her team of coaches setting up a number of different game stations. Prime venues were secured including Brighton Beach, Manchester’s Museum of Science and Industry (MOSI), and the Riverside Museum in Glasgow, all free facilities packed with families during the summer and half-term holidays. After registering their details, parents and children worked their way around up to eight different game rotations, all designed to develop skills in agility, balance and co-ordination, as well as being great fun!

On February 11th the show returns to Scotland, as the National Museum of Scotland in Edinburgh plays host to an event during the half term holiday. For more information on Set4sport, stay tuned to www.Set4Sport.com and Facebook.

By Donald Parish on December 6th, 2011

Tags: Andy Murray, Default, grass roots sport, Sponsorship, Synergy, Tennis

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August proved an exciting month for the team here at Synergy, as after months of planning, energy brand SSE (Scottish and Southern Energy) was announced as a National Community Partner of the RFU.

Working with some of the most talented and charismatic England rugby players of the past 15 years, from England international Tom Croft to former World Cup player Danny Grewcock and former British Lions player John Bentley, community clubs Bracknell RFC and Percy Park RFC played host to two launch events that brought SSE to the very heart of English rugby.

The three year partnership with the RFU will see SSE invest heavily in supporting community rugby in England by taking on the title sponsorship of the National and Divisional Leagues, as well as providing much-needed funding for the RFU’s programme, Community Rugby Coaches (CRCs).

With English community club rugby at the very core of the sponosrship, Synergy was tasked with creating a campaign helped SSE make a tangible difference to the grassroots game.  And what better way to do this, than to ask every rugby player in England what they think their club needs.

Synergy launched the new partnership by asking that very question and creating the “What Clubs Need” survey at www.sserugby.com.  Whether it’s bibs, balls or floodlights, the results will be absorbed into a wider campaign of rewards and opportunities for clubs, giving them access to the resources that will benefit their club the most.

The launch event was held at Bracknell RFC on Monday, August 8^th, with England flanker and new SSE ambassador Tom Croft leaving the squad’s World Cup training camp for the evening.  He provided a huge draw for everyone at the club, joining in a coaching session with an enthusiastic junior team, before assisting in drills for the senior 1st XV.

The media descended on Bracknell RFC, as Tom carried out interviews with The Times, The Sun, The Rugby Paper, leading to standout coverage, thus maximising the launch of www.sserugby.com

Not prone to resting on their laurels, Synergy set about on the preparations for the second launch event, this time at the picturesque Percy Park Rugby Club in North Shields, Newcastle.  On this occasion the full junior team were out in force, an impressive 80 children taking part in some high quality training.  The seniors got their turn as well, with 2003 Rugby World Cup winner Danny Grewcock and the legendary ex-British Lion John Bentley, putting them through their paces for 90 minutes.

SSE will continue to support both Bracknell RFC and Percy Park RFC with the resources they need.  It is part of the brand’s bigger commitment to support all those rugby clubs who are ensuring that grass roots rugby stays at the very heart of English communities.

Visit www.sserugby.com to tell us what your club needs.

By Donald Parish on September 1st, 2011

Tags: Default, grass roots sport, Public relations, Rugby, Sponsorship, Sponsorship consultancy, Sport, Synergy, Synopsis, Twitter

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The inaugural Set4Sport Roadshow, supported by RBS took place on the 10^th August in South Shields, South Tyneside.

The brainchild of Judy Murray, Set4Sport was launched in June, with the help of Jamie and Andy Murray, and showcases games that Judy played with both of her sons when she was looking to improve their coordination and agility, whilst also providing some essential parent / child bonding opportunities.

With the British summer living up to its reputation, we had to put our wet weather plan into action and move from South Marine Park, to a covered area on the Seafront.

Whilst a smaller turnout was therefore expected, we were pleased to see the hardcore British Holiday-goers still come to the beach, no matter what the weather!  Immediately upon opening, we had families queuing to take part in ‘Double Trouble’, ‘Race ‘n’ Chase’ and ‘Jumping the River’, to name but a few of the activities. Our brilliantly enthusiastic coaches took the families through the games, all of which could easily be created at home with items such as cereal boxes, baked bean tins, cuddly toys, cushions and jumpers.

Judy led her team of coaches throughout the day and was never far from the action with a ball or hula hoop in hand, except for a quick radio interview or to chat to families as to how they could incorporate these games into their home life.

We are looking forward to the next event in Halifax on the 16^th August where we will be at Eureka! The National Children’s Museum.

By Samantha Pillage on August 17th, 2011

Tags: Andy Murray, Brand marketing, Celebrity, community, Event management service, Experiential marketing, grass roots sport, Judy Murray, Sponsorship

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Team Synergy has been rather busy this week – and for the last few weeks actually – helping Judy Murray get a brand new family activity programme off the ground ahead of Wimbledon.

Set4Sport, supported by Andy and Jamie Murray’s long-term sponsor, RBS, is a programme inspired by Judy’s years of experience as a tennis coach and parent, which showcases easy and accessible ways for parents to play with their children that develop the skills required for playing sport. And it was our job to announce this new venture to the UK press.

So while the rest of the nation watched Andy’s fantastic victory at Queen’s on Monday, the RBS team at Synergy were busy bees, effectively re-planning our media launch in less than 24 hours – as the rain delays from Sunday meant best laid plans for a Monday launch in Regents Park ground to a sudden hault. Instead, we prepared to move Team Murray, the media, the event and all associated logistics (not least including 16 willing parents and children to take part) to a 10am start on Tuesday.

No longer able to set up in central London due to the boys’ hectic playing schedules this week, the action moved to Singlegate Primary School in Colliers Wood, near Wimbledon, who willingly offered up their lovely school grounds (and parents and children) to host the event.

Judy, led by a trusty team of four coaches, had designed the perfect sample event, showcasing four of the Set4Sport activities, and providing all the attending parents and kids with some great inspiration for fun and effective playtime games. (To find out exactly how you play Jumping the River, Beat the Goalie, Double Trouble and Dodgems, check out the website, where you can download them all.)

The nation’s media were obviously leaping at the chance to speak to a Queen’s Champ and Set4Sport offered them something fresh to focus on ahead of Wimbledon, though both boys naturally found themselves fending off questions around winning the British Grand Slam (or in Jamie’s case, winning again). Singlegate Primary had never seen so many cameras with crews from BBC, ITV, Sky and PA all clustered around their playground, with features running from Tuesday evening through yesterday’s news agenda.

Even the tennis writers – most of whom had spent the last 8 days following Andy’s progress at Queen’s – all rocked up on the day for a chat with him and Judy, and gave Set4Sport a great show in the press yesterday morning, with feature pieces in the Daily Mirror, Daily Express, Independent, Metro and City AM to name a few.

And while the coverage started landing, Synergy and Judy’s work was not yet done. Yesterday morning started at dawn with a slot on the ITV Daybreak sofa, and onwards to the BBC for eleven interviews with radio stations around the UK, making sure all the regions know about the programme in preparation for the Set4Sport Live roadshows hitting cities this summer.

As if that wasn’t enough, the Murrays had found time on Tuesday to sit down and chat with some of the leading national feature writers, with highlights published today including a front page cover shot in The Times’ T2 supplement, a double page spread in the Daily Mirror, and an upcoming column in The Sun newspaper.

Set4Sport marks an exciting new venture for the Murray family, but also for RBS as it is the perfect representation of their new approach to sponsorship. All of our work with them is focused on investing in and supporting their customers’ local communities and Set4Sport fits that new ethos perfectly. Check out www.Set4Sport.com and have a look yourself.

By Lucie Bartlett on June 16th, 2011

Tags: Andy Murray, Celebrity, Communications, Event management service, Experiential marketing, grass roots sport, Public relations, Sponsorship, Sport, Synergy, Tennis

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With the RBS 6 Nations coming to an end mid-March, you might expect the team at Synergy to put their feet-up, have a cup of tea and relax. But you would be wrong, dear blog reader. The Championship may be over, but the RBS team has had a busy few weeks as activity steps-up a gear for the 2011 RBS RugbyForce programme.

Now in its third year, RBS RugbyForce is a nationwide community volunteer programme which helps local rugby clubs to improve their facilities. It is an opportunity for clubs to gather members, supporters, friends and family for a weekend of fun-filled DIY. Registered clubs are provided with online guidance and tools to help them co-ordinate a community-wide effort to give their club a make-over. This year the RBS RugbyForce Weekend will take place over 11th/12th June – or, as we like to call it in the office, ‘proper British summer time.’

RBS RugbyForce 2011 was launched back in late 2010 in England, Scotland and Wales with the support of a few rugby friends. Ex-England international Phil Vickery kicked off proceedings with the England launch in November at Bingham RFC in Nottinghamshire. See Phil in action at the launch below:

Shane Williams launched the Wales RBS RugbyForce programme at Cardigan RFC in late November, an event which saw the entire community head down to the club to meet their hero, due partly to an earlier interview we placed on BBC Wales – a true testament to the power of PR.

Braving the snow and chilly conditions in December, the Scotland launch was held by Allan Jacobsen and Chris Paterson at North Berwick RFC. Taking the weather conditions in their stride the players still managed to hold a special training session for the youth teams and even find time to build a snowman.

But the team didn’t stop at the launch events alone. Throughout the RBS 6 Nations the Synergy press office team went into overdrive ensuring every opportunity was seized, whether it be sponsored columns, ticket competitions or contracted union player appearances.

Our aim was to ensure that every club across the UK knew they had until 25th March to register. In a nutshell, unless you’ve been on another planet over the last two months, you would be hard pushed not to have come across one of the 340 articles on RBS RugbyForce that we have generated. For those who may not have flicked to the back pages of the newspapers (tsk), below are a few highlights:

As a result of all the hard work, RBS RugbyForce 2011 received 398 registrations in total and we will be announcing the winners shortly. In addition to the three main winners, each country has secondary clubs who will receive a smaller support package and the first 100 clubs who registered will be awarded with DIY vouchers and t-shirts for volunteers to wear during the RBS RugbyForce Weekend.

However, our work doesn’t end here. In the run up to the final Weekend the team at Synergy will be looking to drum up support for the clubs taking part in the regional press and encourage the community to rally together and head down to their local club on 11th and 12th June.

If you want to register your club, it’s not too late. Log on to www.rbs.co.uk/rugbyforce where you can find out if your local club is taking part. Keep your eyes peeled in June for coverage around all three launch events and more importantly get down to your local club, pitch in and show your support.

By Jennifer Mitton on April 8th, 2011

Tags: Charity, Communications, community, Experiential marketing, grass roots sport, Media, Public relations, RBS 6 Nations, Rugby, Sponsorship, Sport, Synopsis

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The decision on the future of London’s Olympic Stadium is imminent, with uproar at Tottenham Hotspur’s proposal to demonlish the stadium and build a new one. But London is not the only cosmopolitan metropolis, hungry to host major international events and build a lasting legacy for sport in the community, with a purpose built stadium that might get knocked down after one event. Take Abu Dhabi, and the 5,000-seater stadium in the grounds of the Emirates Palace Hotel, constructed for the sole purpose of staging the first UK domestic rugby fixture ever played overseas. OK, so Wasps v Harlequins in the LV= Cup isn’t quite the Olympics, but the two are linked by club growth ambitions.

While Spurs seek their equivalent of Arsenal’s Emirates Stadium to bring in more matchday revenue, Wasps’ trip to the U.A.E. was apparently all about building the brand. According to former skipper and now Wasps Director Lawrence Dallagio, the idea was to ‘strengthen the club and develop a global brand…while engaging with local schools and rugby clubs in the region’.  Hats off Lawrence, and Wasps owner Steve Hayes, for persuading tournament organisers, the Rugby Football Union, Premiership Rugby, Sky Sports, and the IRB to support the iniative. Tournament title sponsors LV= presumably took little persuasion. Anything that brings a bit of attention to an overlooked Carling Cup-esque ‘development tournament’ is a good thing for the title sponsor. For opponents Harlequins – sponsored by Abu Dhabi airline Etihad – agreeing to play ball would have been a no brainer.

So, can the idea be deemed a brand building success? All pre-match billing insisted that the game was far from a mid-season jolly for sun, sea and a seven star hotel, but a serious competitive fixture. The 38-13 scoreline suggested otherwise. Despite a bowling green standard pitch (imported from Panama), both teams badly missed their internationals on RBS 6 Nations duty, meaning the standard was, well, LV= Cup standard. Unsurprising without the likes of Flutey, Worsley, Shaw, or Simpson. Not the ‘Manchester United of Rugby’ image that Lol would have wanted Wasps to project en route to developing a global brand.

What about engaging a new rugby audience? Abu Dhabi isn’t the most obvious target for a Wasps outreach programme, especially with Quins making moves in the region through the Abu Dhabi Harlequins Rugby Club. Based on the stated brand and development criteria, a victory for Quins on and off the pitch. Only a cynic would suggest Hayes and Dallaglio staged the match to bring Wasps to the attention of potential investors and sponsors, but you can imagine their envious glances in the direction of Quin’s Etihad sponsorship.

And amid all this commercialism, what about the fans who missed out on a trip to Adams Park? Wasps season ticket holders were provided with a match ticket and subsidised travel packages. Those that decided Abu Dhabi was a tad too far to travel were offered a match refund AND an invitation to an exclusive open day with the squad at Adams Park later in the season. Given that the match was live on SKY, and of dubious quality, that sounds like a result for the armchair army.

English club rugby has proved adept at borrowing good ideas. Following Stade Francais’s lead of staging key matches at bigger venues – for Stade de France read Twickenham or Wembley – Wasps have now aped American sports in hosting competitve matches overseas. With the NFL staging regular-season games at Wembley Stadium for the last three years and the NBA following suit at The O2 this March, the definition of a ‘home’ fixture is stretching. Where football failed with their proposals for a 39th game in overseas markets, rugby has delivered the goods. But if the intention really is building a the brand and encouraging grassroots rugby, let’s see an Aviva Premiership match, with full strength squads, in a truly developing rugby nation like Russia or Portugal. Oh, and make sure the stadium has a clock and scoreboard.

As for the future prosperity of Wasps, the performance of 18 year old Billy Vunipola, a 20 stone Harrow schoolboy wearing the No. 8 shirt made famous by Dallaglio, suggests that their prospecting closer to home has hit a rich vein.

By Tom Gladstone on January 31st, 2011

Tags: American football, Barclays Premier League, Brand marketing, Football, grass roots sport, London 2012, Rugby, Sponsorship

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Football and money.  These days the two things go hand-in-hand, and more often than not we are talking about the upper end of the scale.

Take the recent spectacle that was the re-negotiation of Wayne Rooney’s contract at Manchester United.  He’s leaving…Chelsea want him…he prefers Manchester City…the fans are outraged…he’s staying at United after all , but only after signing a deal worth a cool £250k a week – or to round it up, a pretty comfortable one million pounds a month.  And all this in the space of just a few crazy days.

However, scanning the news last week, two separate stories linking Football and Money caught my attention for being at the other end of the spectrum.

1)    The Football Association is offering resident’s of Brent, the home borough of Wembley, the chance to buy tickets for England’s forthcoming friendly with France for as little as £5.

There are many ways you can look at this. The sceptical viewpoint (but probably quite close to the truth) is that the FA is desperately trying to find ways to fill Wembley with only 44,000 seats sold so far.  The lack of sales could be down to a number of things – friendlies are always less popular, ticket prices are so expensive, or are people still struggling to overcome some of the horror stories that the sport has endured over the last twelve months, both on-and-off the field in the shape of World Cup disappointment and the torrid tales of several footballers personal behaviour?

Alternatively, is the FA genuinely looking to give something back to the local community by giving residents the opportunity to go to an international match at the home of Football for such a low price?  Whilst I’m leaning towards the former argument in terms of what is probably the real reason behind this bold move, I’m going to go with the latter and enjoy the feeling that youngsters are going to benefit by enjoying what could be a once-in-a-lifetime opportunity to watch their national team, something they will never forget.

2)    The second story is about another billionaire from the US pouring money into an English football club.

Only this time we aren’t talking Liverpool, or Chelsea, or even Accrington Stanley. Robert Rich, the world’s 488th wealthiest man is investing in Bedlington Terriers – whose average attendance is under 100, and whose website address is www.btfc.ninjapowered.co.uk. The reason why Rich has chosen to invest – because he discovered he had ancestral rights in the area.

This story struck a chord with me because for once money is being put into the sport where your average Joe will reap the benefits.

By Sara Wilson on November 12th, 2010

Tags: Finance, Football, grass roots sport, Manchester United, Sport, World Cup

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Anyone who knows me will be aware that I like things that pop up in city locations seemingly out of nowhere. The more random and unexpected, the better – elephants, pianos, lions, designer deckchairs… So the recent landing of 100 ping pong tables scattered across the capital is especially pleasing to the old Branston eye.

In an attempt to trend-ify (is that a real word? Am not sure) table tennis, ping pong is set to become the urban craze of London for the next month with the kick-off last Thursday of the Ping! London festival. Pop up sport for impromptu games all over the city has a neat appeal. And interestingly, Yahoo branding aside, this particular initiative doesn’t feel to be over-endorsed by brands. Almost refreshing; ironic I know given the industry in which we operate.

Great timing too; getting in there ahead of this week’s somewhat brand-cluttered London 2012 two years to go landmark. The Ping! London initiative, supported by the English Table Tennis Association (ETTA) hopes to raise the profile of the sport and get more British people to play ahead of the 2012 Olympic Games. An Olympic sport since 1988, apparently table tennis is the world’s second most popular sport after football, with over 300 million registered players.

Are you serious?

Last week’s Ping! launch party witnessed the GB Team showing off their moves and despite having lived and breathed sport all my life, I wouldn’t be able to name any of our national team. Sad but true. Not one. A different matter in Asia and for the Chinese in particular where it is considered the country’s national sport. Hence why they excel at spending lots of time on the old ping pong Olympic podium. And we don’t. Two years to go mind, all that could change.

Having given the re-positioning of ping pong some thought, it strikes me that table tennis has rather a lot going for it. The sport has universal appeal, is accessible, cheap, not too time consuming, easy to learn, can be played by all ages/genders (all 2 of them) and appeals to the child in us all. And if we needed any further convincing, and here’s the PR talk, it is played by celebrities too – Blur’s Damon Albarn & Hollywood legend Susan Sarandon (co-owner of New York’s successful ping pong club SpiN) – the names freely touted around as ping pong lovers.

It seems especially apt that the table tennis tables are currently residing in London given the sport was invented in Victorian-era England. Ping! follows closely behind Luke Jarram’s highly successful ‘Play Me, I’m Yours’ artwork, a project that has been touring globally since 2008. Last month in London, over 20 pianos were placed throughout the city for anyone to play. A creative blank canvas and one that left behind a rather touching legacy with the pianos being donated to local schools and community groups. Loved it. Hopefully the tables will follow in the pianos footsteps and be given to local youth clubs and charities to enjoy once Ping! waves farewell to the city on 22nd August.

If you’ve not already bumped into a table (bats & balls all provided too. Over 4,000 bats, fear not), keep your eyes peeled in Soho Square, Tate Britain, the British Library, Heathrow Airport…all over the shop.  A geek-chic Olympic sport that we will not only see played in our own backyard come July 2012 but one that is enjoying an uplifting revival as ideal for hip city dwellers – count me in.

Game, set and match.

By Stephanie Branston on July 29th, 2010

Tags: grass roots sport, London 2012, London 2012 sponsorship, PR, Public relations, Sponsorship, Sport

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The newly-appointed head of Olympic legacy, Margaret Ford, interviewed in yesterday’s Evening Standard, signalled a potential u-turn in the proposed use of some of the London 2012 facilities post-Games.

This may not be a bad thing…

At the 117th International Olympic Committee Session in Singapore in 2005, as part of our winning bid to host the Games, Lord Coe stated that it was London’s intention ‘To stage an inspirational Games that capture the imagination of young people around the world and leave a lasting legacy’ and indeed this has been carried through to become one of the 10 strategic pillars of London 2012.

The question is, will we as a host nation succeed where so many before us have struggled?

One only has to visit former Olympic sites to see how hard it is to leave something that really makes a difference to the live of those around us. But it is not impossible…

We have the best opportunity we have ever had to permanently regenerate an area of London, place sport at its heart and inspire people for generations to come.

It’s an opportunity that we should wholeheartedly embrace and not shy away from, and as one of the masterminds behind the regeneration of the former Millennium Dome through its sale to the entertainment empire AEG, Lady Ford is the ideal person to lead the charge.

She has already stated that the 80,000-seat Olympic Stadium may now not be reduced in size to 25,000 seats, but left as an iconic structure that could be used to host games, given a successful World Cup 2018 bid. And isn’t it good to be so positive about the future for a change?

When it comes to regeneration and legacy, visionary confidence is what we need – in abundance.

By Tom Gladstone on June 26th, 2009

Tags: grass roots sport, London 2012, London 2012 sponsorship, Olympic sponsorship, Olympics

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