12 Jun 2019

Made By Sport

Superunion creates brand for 'Made By Sport' campaign championing grassroots sport.

Made by Sport, a new campaign set up to champion grassroots sport in the UK, launches this week with a brand created by global brand agency Superunion.

The campaign, launched by professional boxing duo Anthony Joshua and Nicola Adams, has been created in the proven belief that sport can play a pivotal role in how young people develop - getting them off the street and building skills that can make a difference at school, at work and in life.

The Duke of Sussex, who has seen seen how sport can positively impact people’s mental fitness and the role this has played in helping change young people’s lives, attended the launch event at he Black Prince Trust's Community Sports Hub in Kennington, London.

Superunion worked with the team behind the campaign to create a name, identity and supporting communications, centred around the messages “Better futures are made by sport”.

With young people from poorer backgrounds approximately 50% less likely to play regular sport, Made By Sport will create a four year campaign that will champion the power of sport to change lives and sets out to raise £40m in funds to use sport to support young people from disadvantaged communities across the UK. It will be the largest fundraising campaign ever undertaken for grassroots sport in the UK.

Alongside Anthony Joshua and Nicola Adams other British sporting stars will also lend their support to the campaign having witnessed first-hand the transformative effect sport can have on the lives of young people. The Duke of Sussex regularly supports projects that enable children and young people to build their skills and confidence and wants to use his position to ensure that community sports groups continue to play a key role in improving the life chances of disadvantaged young people.

The campaign will be delivered in collaboration with the Sport For Development Coalition, made up of over 60 existing charitable organisations with a reach in to thousands of schools and community clubs across the UK. Made By Sport will be Chaired by Justin King CBE and has been supported by Sir Keith Mills, Chairman of The Invictus Games Foundation and former deputy chairman of the London Organising Committee of the Olympic and Paralympic Games. Founding trustees include Kevin Cahill CBE, Life President and former CEO of Comic Relief, Greg Nugent, founder of Inc. and formerly Marketing Director of London 2012, and Tracey Crouch, MP for Chatham & Aylesford and formerly Minister for Sport, Civil Societies and Loneliness. It will be supported by high profile figures from inside and outside sport.

Sport England has today also confirmed its intention to work with Made By Sport to support its fundraising ambition by exploring a funding process that would see funds raised by the campaign up to an agreed level matched with National Lottery funding and made available to organisations focused on using sport for social change.

“Sport has the power to change lives. It can teach us skills that last a lifetime and - in a world where local sports is under increasing pressure, where it’s easier to play on your phone than in a park and where joining gangs can be more glamorous than joining teams - we believe it can play a pivotal role in how young people develop. Today marks the start of a crucial four year journey for Made By Sport that will see the campaign champion community sports and raise much needed funds to support it across the UK.”

JUSTIN KING CBE
Chair of Made By Sport

“We wanted to create a brand and a message that not only the sporting world, but everyone, could rally behind. Sport helps us build confidence, resilience and discipline that then makes a huge difference in our professional and personal lives – it genuinely makes us who we are. It’s an honour to have worked on bringing to life such an important campaign that will change so many lives for the better.”

ADRIAN BURTON
Creative Partner, Superunion