Sport has never been more at the centre of our national culture and conversation – but the challenge remains to place sport at the centre of the everyday lives of everyone. This grand aspiration feels more within reach as we draw close to 2012. Hosting the Olympics and Paralympics represents an unprecedented opportunity for sport in this country. LIVING SPORT aims to take advantage of this heightened profile and lasting legacy to improve the quantity and quality of sports and physical activity provision across Peterborough and Cambridgeshire. The next few years leading up to and beyond 2012 are the most important and exciting for sport in this country. LIVING SPORT will be leading the way to ensure that this is especially true for Cambridgeshire and Peterborough.
With those aims in mind, this Strategic Plan provides definition and focus for our work. At the heart of the plan is our desire to find new ways of promoting and delivering new sporting activity, enabling more people to become more active. These aspirations produce a number of clear principles and priorities for LIVING SPORT. Partnership is central to our work – and our partners are fundamental to our success. We will do all we can to strengthen our partnerships and our value to our partners, working with them to ensure our work is complementary, driven by need, and reflecting the best evidence base around current and future trends in participation. An entrepreneurial and flexible approach will be vital in securing a high rate of return on our investments and to enable LIVING SPORT to build a broad and dynamic mixed economy model to support all our future activities, enriched by a wider range of funding and commercial revenue.
We must also play a full role, alongside our regional and national partners, in demonstrating the powerful impact that sport makes across a wide range of local delivery agendas, underlining the contribution of sport to improving our health and well-being and the vitality and cohesiveness of our communities. LIVING SPORT will play a full role in positioning sport and physical activity closer to key policy areas to increase awareness of the benefits case for enhanced investment to promote a healthier, more active population.
We hope your share our excitement about the scale of future opportunities for Sport in Peterborough and Cambridgeshire, and that you will work with us to ensure that the excitement of 2012 turns into a strong and powerful legacy of engagement across the county.
Iain Crighton (Chairman) and Simon Fairhall (Chief Executive)
Chief Executive Officer
Telephone: 01487 849928
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