For many young people living in underserved communities, major sporting events can feel a million miles away – geographically and culturally. With our Inspiration campaign, we want to change that.
Launched in 2022, the campaign has three key goals, each with the overarching aim of connecting young people to major sporting events:
1. Spectate
The opportunity to attend major sporting events is a crucial part of helping young people to feel that they are citizens of the sporting world, and in encouraging ambition and aspiration. In 2022, young people from community organisations across our network were able to attend events including the Birmingham 2022 Commonwealth Games, the Rugby League World Cup, the UEFA Women’s EURO and Wimbledon.
2. Participate
Not only do our strong working relationships with National Governing Bodies of individual sports open up access to major sporting events for young people, they also provide us with further opportunities to activate young people right in their own communities through targeted training programmes, equipment for kit bags and more.
3. Volunteer
As well as the chance to spectate at major events, our Inspiration campaign also creates opportunities for young people to volunteer at these occasions – offering unforgettable experiences as well as developing key employability skills for the future.
Inspiration in numbers
The Inspiration Campaign in 2024
major sporting events across England and Wales attended by organisations in the StreetGames network in 2024
tickets distributed to community partners
individual community organisations engaged
Inspiration Case Study: Volunteering at the Great North Run
In September 2023, a group of 20 young people from Newcastle took part in a volunteering opportunity at the Great North Run, the world’s biggest half-marathon, as part of our Inspiration campaign.
“At first the water station looked smaller than I thought it would be, but once we set up all the bottles it was quite large and looked amazing! I really enjoyed handing out the bottles in a rush, it was almost a competition to get the highest numbers. And seeing Mo Farah was pretty cool too!”
Inspiration in action
Young Advisor Arissa’s Inspiration experience
Young Advisor Arissa tells us about her backstage experience at a boxing event thanks to Matchroom Boxing and StreetGames' Inspiration campaign.
Team GB
Team GB and StreetGames are teaming up to inspire young people in low-income communities by using Olympic athletes and values to expand access to sport and create lasting social impact.
"Together, we’re creating a future where every young person can thrive through sport." Andy Anson, CEO of the BOA.
Matchroom Boxing
A partnership bringing boxing to under-served communities through grassroots sessions, major event access, and youth work experience, powered by the Matchroom Charitable Foundation.
"We’re bringing boxing to the doorstep of those who need it most - creating lasting impact in communities nationwide." Eddie Hearn, Matchroom Chairman.