ISSUE DATE: 10 March 2020
EFL Day of Action highlights research findings and celebrates impact of football on local communities
KKP analysis demonstrates scale and value of club/CCO impact
The EFL will be celebrating the positive impact of professional football clubs on their local communities today (Tuesday 10 March) following the publication of research carried out by KKP on behalf of the EFL Trust.
Football clubs across the Sky Bet Championship, League One and League Two will be taking part in the EFL Day of Action showcasing the programmes and activities that EFL clubs and their club community organisations (CCOs) deliver to help with a wide range of social issues, including diversity and inclusion, education, and health and wellbeing.
The report, produced by KKP and titled Measuring the Impact of EFL Clubs in the Community, shows that over a 12-month period EFL clubs/CCOs delivered some 562,000 hours of group activity, involved more than 886,000 people, and spent over £62.8 million on social and community projects. The study comprises the first comprehensive overview of club-based involvement in, and impact on, local communities and, viewed collectively, the whole of England.
Findings were based on a three-stage methodology devised by KKP in conjunction with the EFL and EFL Trust to apply common measures to the national network of clubs/CCOs, creating a clear national picture underpinned by robust data. The methodology comprised initial analysis of work carried out by clubs/CCOs, followed by a detailed pilot study of eight EFL clubs and, finally, the roll out of comprehensive survey to all EFL clubs nationally.
Rick Parry, EFL chair, introduced and acknowledged the importance of the report, commenting: “Our clubs have always had a unique position at the heart of their respective towns and cities, so it is important that we celebrate some of the fantastic work being carried out on a daily basis, and also understand the effect that clubs have on their individual and collective communities. Commissioned by the EFL to survey all EFL clubs and club community organisations, KKP has provided a unique study which allows us to demonstrate what clubs do on a national scale.”
KKP chief executive John Eady commented: “KKP’s extensive experience in the field of impact evaluation and specialist performance measurement expertise enabled us to devise a research method that generated the data and developed the analysis to demonstrate the huge community impact – and potential – of EFL clubs/CCOs.”
John Eady continued: “Over the course of the research more than one million data cells were produced and analysed. This was a huge task for Peter Millward and the KKP data team, which also applied a whole raft of geographic, socio-economic and household data to deliver results that were credible, insightful and replicable. The 93% response rate for the survey makes for robust, comprehensive data and is a testament to the effort and commitment of the KKP team to the project.”
In addition to a national report and dataset, KKP produced specific reports for each club and CCO. Each includes a catchment area profile (age structure, total population, projected population, deprivation measures and maps, ethnic composition, income, benefits dependency, crime rates, health indicators and activity rates) and findings related to participation, engagement, purpose, environment and funding.
The national picture that has emerged confirms the scale, human resources and time deployed in programmes that are covering: sport and physical activity; health and wellbeing; education and employability programmes; and community engagement.
Within the Measuring the Impact of EFL Clubs in the Community report, the EFL notes: “Looking ahead, a comprehensive baseline now exists that is not only informative in its own right but enables a more insightful strategic approach nationally and at individual clubs/CCOs.”
Notes for editors