Have you seen the new Made By Sport campaign?


Major fundraising campaign for community sport

We’re backing a major new campaign that will help use sport for good.

Made By Sport is a four-year campaign that will attempt to change lives by raising in excess of £40 million for community sport.

The campaign launched last week with a glamourous event attended by the Duke of Sussex and former world heavyweight champion Anthony Joshua.

And we’re keen to use National Lottery money to help the campaign achieve its objectives.

“Sport is a powerful force for good that can change people and places for the better,” said our chief executive Tim Hollingsworth.

“We believe that everyone should have the right to experience and benefit from sport, yet the sad reality is that deep inequalities prevail which mean these benefits are not equally shared.

“Made by Sport is a big, bold new idea that has the potential to challenge perceptions and change many thousands of young lives for the better.”


Made By Sport intends to reach its target through a combination of corporate partnerships and public fundraising initiatives.

And with young people from poorer backgrounds around 50% less likely to play regular sport, Made By Sport chair Justin King hopes the new campaign, which will be the largest fundraising campaign ever undertaken for grassroots sport in the UK, can make a real impact.

“Sport has the power to change lives,” he said. “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.”