Monitoring & Evaluation of Sky Sports Living for Sport

2008-2010

Dr. Rebecca Duncombe & Dr. Mary Nevill

Institute of Youth Sport, Loughborough University

(August, 2010)

Overview of Methods

Data provided from two sources:1. Registration details provided by YST:

– Pupils;– Projects;– The lead teachers;– Schools.

2. End of project survey posted/emailed to teachers:

– Overall evaluation;– Pupil impact;– Brand awareness.

Registration Details

The following were extracted from the

registration details:– Pupil Details (numbers registered, gender,

age, ethnicity, reasons for selection);– Project details (numbers registered,

activities, sport & celebration events);– Lead teacher details (role within the school);– School details (geographical location).

The Pupils

• Number of pupils registered: 5287• Number of pupils for which data has been

collected: 3030• Percentage of pupils registered for which

we have data: 57%• Also still awaiting: gender, age, reasons

for selection...

The Pupils (ethnicity)

EthnicityNumber of pupils

EthnicityNumber of

pupils

White British 4180 White Irish 44

Prefer not to say 238 Any other mixed background 43

Pakistani 141 White & Asian 39

Not stated 69 Any other Asian background 35

Black Caribbean 110 Any other ethnic group 23

Indian 81 Any other black background 18

Any other White background 87 Bangladeshi 15

Black African 77 White & Black African 17

White & Black Caribbean 65 Chinese 5

Total 5287

As in previous years, the majority of pupils registered for projects were White British.

The Projects

• Still awaiting data (numbers registered, activities, sport & celebration events)

• Average number of pupils per project: 13

The Lead TeachersThe lead teachers were required to state what their role within

the school was. These are broken down as follows:

Role in the school No. of lead teachers % of lead teachers

SSCo 103 28.3

PE teacher 82 22.5

Head of PE 40 11.0

PE teacher + SSCo 33 9.1

Other (PE) 27 7.4

Other (general) 22 6.0

Director of Specialism (not stated) 19 5.2

Assistant Head teacher 12 3.3

Other (pastoral) 12 3.3

Head of Year 9 2.5

PDM 5 1.4

Total PE specific 285 78.3

Total non-PE specific 79 21.7

The majority of lead teachers (78%) have a PE-specific role within the school

The SchoolsThe schools’ locations were broken down by

Government region as follows:

RegionNumber

of schools

RegionNumber

of Schools

South West 54 London 23

North West 46 East Midlands 21

South East 45 North East 19

West Midlands 37 Scotland 13

East of England 35 Wales 5

Yorkshire & The Humber 34 Northern Ireland 2

The initiative could be further promoted in London, the East Midlands & the North East, as well as in Scotland, Wales & Northern Ireland.

The Survey

Questions covered:– Overall project success;– Impact on attitudes;– Impact on reasons for selection;– Likelihood of future involvement;– Opinion of project incentives;– Awareness of Sky and Sky Sports;– Impressions of Sky and Sky Sports.

Overview of Projects• Number of projects registered: 419

• Number of schools registered: 339

• Number of schools confirming that they did not run projects: 47

• Number of projects assumed to have been run: 372

• Number of schools assumed to have run projects: 292

• Number of surveys returned: 223

• Number of schools returning survey: 200

• Response rate (by school): 68.5%

Overall Project Success

48.7%

47.7%

3.6%

Overall, how successful do you feel your project has been?

Very successfulSuccessfulNeither successful nor not successfulNot successfulNot at all successful

96% of projects were judged to have been successful or very successful.

Impact on AttitudesTeachers were asked to rate the extent to which they felt the following statements applied to their pupils. A percentage

for each response was then calculated...

Did the young person enjoy participating in the project? (n=2954)

Has involvement in the project benefited this young person? (n=2933)

Was there any evidence of an improvement in attitude towards project staff during the project? (n=2895)

Was there any evidence of an improvement in attitude towards other young people during the project? (n=2898)

Was there any evidence of an improvement in engagement in school life? (n=2918)

Was there any evidence of an improvement in attitude towards non-project staff during the project? (n=2852)

90%

89%

73%

73%

60%

54%

7%

8%

16%

17%

23%

20%

2%

3%

7%

5%

9%

12%

4%

5%

8%

14%

Yes To some extent No Don't know

After participating in their Sky Sports Living for Sport project, the majority (≥74%) of pupils were perceived to have: enjoyed the project, benefited from being involved; shown

improved attitudes towards others; and engaged more in school life.

Impact on Reasons for SelectionTeachers were asked to identify pupils rating for the reason they selected them before

and after the project using the following rating scale: (1 = very poor, 2 = poor, 3 = average, 4 = good & 5 = very good)

Reason for selection Number of pupils selected for this reason

Mean rating before the

project

Mean rating after the project

Change

Self-confidence and self worth

1989 2.51 3.90 1.39

Achievement and attainment

1560 2.68 3.82 1.14

Achieving full potential

1595 2.90 4.00 1.10

Health and wellbeing

1179 2.80 3.72 0.92

Improvements were seen in all 4 areas with the highest change being for pupils selected because of low self-confidence and/or self-worth.

Likelihood of Future Involvement in Sky Sports Living for Sport

Teachers were asked: ‘would you consider running another Sky Sports Living for Sport project in the future?’...

Almost three quarters (74%) of teachers said they definitely or probably will consider running another Sky Sports Living for Sport project.

69%

5%

27%

Definitely willProbably willNot sureProbably notDefinitely not

Opinion of Project Incentives

The athlete mentor visit (n=214)

Adidas kit for teachers (n=197)

Additional athlete mentor visits (n=201)

A plaque for completing your project (n=198)

T-shirts for young people (n=216)

Starter pack (n=206)

Having your school filmed (n=192)

Masterclass competitions (n=186)

83%

64%

62%

61%

60%

43%

37%

28%

14%

26%

28%

30%

38%

42%

38%

42%

2%

10%

10%

9%

1%

15%

26%

30%

Large incentive Small incentive Not an incentive

Teachers were most positive about the athlete mentor visit as a project incentive (over 80% of responding teachers identified this as a large incentive)

Teachers were asked: ‘How much of an incentive have each of the following been in encouraging you to run the project again next year?’

Opinion of Project IncentivesTeachers were asked whether there were any other incentives or

factors which would have encouraged them to make more use of the Sky Sports Living for Sport website...

• 7 teachers requested funding for projects;

• 20 teachers were not aware of all of the incentives or had not received all of them;

• Extra goodies for pupils were requested and suggestions included: starter packs, hats, mugs, key rings, flasks, key chains, pens;

• Other requests included: better press coverage, tickets for sporting events, free/reduced Sky subscriptions, prizes/accreditation for pupils, T-shirts for teachers.

(See accompanying document for further information)

Awareness of Sky & Sky Sports

92%

8%

Teachers were asked: ‘Were the participants aware that

the project was a Sky Sports initiative?’

YesNo

76%

24%

Teachers were asked: ‘Has the Sky Sports brand ad-

ded to the success of your project?’

YesNo

The Sky Sports branding is having an impact on the projects; almost all participating pupils (92%) were aware of the brand and over three quarters

(76%) of teachers felt the brand added to the success of their project.

Awareness of Sky & Sky Sports

0-20% 21-40% 41-60% 61-80% 81-100%

In your opinion, what % of non-participating students were aware of Sky Sports Living for Sport?

35.5% 23.6% 21.5% 12.2% 7.2%

In your opinion, what % of non-participating staff were aware of Sky Sports Living for Sport?

32.9% 24.2% 15.1% 10.5% 17.3%

Non participating staff and students could be made more of aware of Sky Sports Living for Sport projects.

Impressions of Sky and Sky SportsTeachers were asked: ‘Do you have a Sky subscription at home?’...

• 35% said, “No, I don’t have a Sky subscription”.

• 51.4% said, “Yes I have a Sky subscription and it includes access to Sky Sports”.

• 13.6% said, “Yes I have a Sky subscription but it excludes access to Sky sports”.

Impressions of Sky & Sky Sports(those that do not have a subscription to Sky)

7%

24%

67%

1% 1%

How much more or less likely would you be to subscribe to Sky now that you are aware of their association with the

Sky Sports Living for Sport initiative?

Much more likelyA little less likelyNo more or less likelyA little more likelyMuch less likely

31% of lead teachers were more likely to subscribe to Sky after becoming aware of Sky’s association with Sky Sports Living for Sport.

Impressions of Sky & Sky Sports(those that do have a subscription to Sky)

Teachers were asked: ‘How likely are you to

recommend Sky to a friend or colleague on a scale of 0-10

(where 0 is not at all and 10 is extremely likely)?’...

0 - 3 4-6 7-10

Number of responses10 19 511

% of responses 1.8% 3.5% 94.6%

The majority of responding lead teachers (95%) already with a subscription to Sky felt that they would be likely to recommend Sky to a friend.

Impressions of Sky & Sky Sports(those that do have a subscription to Sky)

15%

24%

57%

1% 3%

How much more or less likely would you be to keep your Sky subscription now that you are aware of Sky's asso-ciation with the Sky Sports Living for Sport initiative?

Much more likelyA little more likelyNo more or less likelyA little less likelyMuch less likely

39% of lead teachers were more likely to keep their subscription to Sky after becoming aware of Sky’s association with Sky Sports Living for Sport.

Impressions of Sky

Teachers were asked: ‘How has your knowledge of

Sky’s involvement in the initiative changed your

impression of the following?’...It makes me feel much

less favourably

It makes me feel a bit

less favourably

It has no impact on

my impression

It makes me feel a bit

more favourably

It makes me feel much

more favourably

Sky Sports2

(0.9%)1

(0.5%)52

(24.2%)92

(42.8%)68

(31.6%)

Sky1

(0.5%)1

(0.5%)72

(33.5%)79

(36.7%)62

(28.8%)

74% of responding lead teachers felt more favourably towards Sky Sports and 66% towards Sky after becoming aware of Sky’s involvement in the Sky Sports

Living for Sport initiative.

AcknowledgementsThe Institute of Youth Sport would like to thank the following,

whose cooperation have made this report possible:

• Staff within the Institute of Youth Sport for their assistance with posting surveys, data entry and telephone chase-ups;

• The Youth Sport Trust;

• Sky Sports (sponsors of the Sky Sports Living for Sport programme);

• The staff and young people from all the schools participating in the evaluation of the programme.