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3 Jun 2021 | 21:21

A free-to-access ‘digital marketing hub’ has been launched to support individuals and organisations improve how they use digital tools and techniques to encourage more people to be involved in physical activity, sport and sport for development. 

It will be delivered by CIMSPA (The Chartered Institute for the Management of Sport and Physical Activity) and supported by Sport England, and is a direct response to findings which highlight a digital skills gap within the sport and physical activity sector. Research conducted by the Digital Marketing Institute found that 63% of people consulted did not have a clear plan on how to attract new audiences through digital channels, despite 81% of respondents saying that attracting new participants was very, or extremely important.


The hub, which combines online learning via bite-size modules, a live webinar series and peer networking opportunities, is part of Sport England’s ongoing work to help the sector recover from the impact of the Covid-19 pandemic while supporting organisations to improve their digital capabilities and skills. It will be helpful to many sport for development organisations as Sport England says it is tailored to “small businesses, self-employed professionals and volunteers at frontline organisations and clubs, as well as marketing and communication professionals at larger organisations”.

Digital Marketing Hub

Sport England’s Director of Digital, Marketing & Communications, Ali Donnelly said: “Digital marketing has a huge role to play in making grassroots sport and physical activity reach and engage more people, ultimately driving up participation numbers. 

“A key part of our strategic ambition to tackle inequalities and ensure every single person in the country has the opportunity to be active, the launch of the Digital Marketing Hub will play a major role in upskilling the sector with a view to helping every person in the country see sport and physical activity as both accessible and relevant to them.” 


Tara Dillon, CEO of CIMSPA CEO, explained: “A key part of the Digital Marketing Hub will be upskilling the sector with a view to reaching a more diverse and inclusive audience, and positioning sport and physical activity as accessible to all.” 

Individuals and organisations can register their interest now in order to be first to hear about the platform and webinar series going live at