Thursday, 10 July 2014

Join In and ITV team up to support local sport

The team at Join In blogs about this summer's initiative to get more people involved in sport.

From the World Cup in Brazil to the Tour de France, we have an amazing month of sport ahead. But  no one lifts a World Cup or wears a Yellow Jersey without starting out at a local sports club – and being supported by lots of incredible volunteers.

That’s why ITV are teaming up with Join In. They want to inspire and empower their viewers to get active, be a part of the action, and make a difference in their local communities.

The new ITV Local Heroes campaign aims to encourage more volunteering in local sport – with a target of generating interest in volunteering in community sport from a further 100,000 new volunteers.

Our research suggests that every volunteer allows 12 participants to enjoy community sport (read our story here), so a boost of that kind could mean up to 1.2 million new participants involved in sport in their local clubs.

The ITV Local Heroes campaign kicked off on 4 June with a promotional TV advert (above) during England’s pre-World Cup friendly against Ecuador starring England football legend Ian Wright. The promo for the ITV Local Heroes campaign will highlight the importance of volunteers within community sport.

Local Heroes will also be brought to life in ITV Fever Pitch, ITV’s World Cup beach football fan park in Manchester. During the World Cup, games will be screened every match day in a beach soccer stadium – and in the mornings, a community programme will run where schools from the North West will come down to receive beach soccer lessons from professionals.

“Join In is thrilled to be working in partnership with ITV,” says our Chief Executive, Rebecca Birkbeck.

“ITV Local Heroes will put sport at the heart of communities by encouraging thousands of people to volunteer at local sports clubs and groups across the UK.

“We believe that this collaboration will inspire 100,000 new volunteers to lend a hand and encouraging more people into sport – and ultimately leading happier and healthier lives.”

For more information and to sign up to become a Local Hero, see ITV’s Local Heroes site and information on Join In, visit, on Facebook and Twitter.