ASF Launches Cultural Insight Workshops to Help Improve Representation in Sport

ASF today announced the launch of our new Cultural Insight Training workshops, as an added value offering to all organisations involved in sport, be it at a national. Reginal or local level.

These workshops are designed to help organisations improve low representation of minority ethnic communities among players, coaches and sporting body leaders.

The Government (Sporting Future: A New Strategy for an Active Nation, 2015) has recognised the importance of sports and activity for improving the overall health of the nation.

But, why cultural diversity in sport? There are three great reasons why…

  • Firstly, we know the minority ethnic population as a whole is increasing compared to the white population. So, it’s about increasing the talent pool; for future players, coaches and sports management.
  • Secondly, sport can help local and national social cohesion, so by addressing sporting and health inequalities through behaviour change we can start to address many of the challenges faced by local communtiies.
  • And lastly, culturally diverse audiences represent potential audiences with significant spending power if engaged correctly. It’s time to redress the cultural balance.

Our cultural insight workshops are all about helping participants to get a better sense of multicultural Britain, taking them beyond just the facts and figures to real insight into what makes minority ethnic communities tick.

Our intensive, one day workshop is designed to fully engage participants through an interactive process of quizzes and syndicated group activity. We want to leave those taking part with deeper insight into what drives attitudes that impact on sports participation and how best to engage ethnic minority communities.

This is less about formal training and more about taking participants on a journey of discovery so that they have the right tools and insights to better reach and engage with minority ethnic communities both in terms of improving representation inside sport and greater sports participation.

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