Australian Sports Commission launches ‘Play Well’ program with $10 million funding

The Australian Sports Commission has today launched their first co-designed Sport Participation Strategy aimed at ensuring all Australians have the opportunity to be involved in sport whether via competition or socially.

The ‘Play Well’ program was spotlighted yesterday by Australian Sports Commission Board member Lynne Anderson during a panel discussion on ‘Where Must New Sports Investment be Channelled?’ at Beyond Activ’s Asia-Pacific Health, Fitness, Wellness and Sports Festival being held in Sydney.

The discussion focussed on the challenges faced by sports organisations in securing sufficient funding with panel contributions also from Peter Bromley Chief Executive Athletics Australia, Rebecca Shaw Chief Executive Gymnastics NSW and Troy De Haas, Partner and Head, APAC Sport & Entertainment Odgers Berndtson.

The ASC’s ‘Play Well’ Program follows on from the Federal Government’s endorsement in June 2023 of the Australian sport’s united vision 'We win well to inspire Australians'. The Win Well Pledge was developed as a genuine commitment to hold the Australian high performance sport system accountable to the HP 2032+ Strategy and the vision of winning well.

Now - recognising the need to fund beyond the elite - the Australian Sports Commission is allocating $10.3 million to help local governments and activity providers deliver innovative ways to help Australians get off the couch and into some type of sport whether via competition or socially.

The National Participation Strategy involves all sectors of the sports ecosystem, with input from all the states, territories, the sports themselves as well as and physical activity providers.

The strategy is aimed at a wide audience, irrespective of athletic ability or age, background or gender, and a united approach to improving facilities, reducing costs and breaking down barriers to inclusion.

ASC Chief Executive Kieren Perkins notes “we know Australians value sport - it’s part of the fabric of who we are - but sport also needs to change.

“It needs to be more open and inclusive and we need to ensure that we are providing more opportunities for all Australians to be involved in sport in whatever role they choose.

“We’ve listened to the system and we recognise that sport needs to change so that everyone feels welcome.

“We acknowledge that delivering community sport is getting harder. Spaces to play sport are few and far between, especially in regional areas, and the current sport system is often too structured which turns participants away.”

The Strategy is built around six priority areas:

• Empowering people and organisations

• Driving lifelong involvement

• Activating places and spaces

• Building connections

• Equitable access

• Transforming culture

Sport NSW Chief Executive and Project Steering Group member Stuart Hodge said the Strategy presents an opportunity for the sector to focus on what is needed for Australians to Play Well adding “Sport plays a massive role in building communities. An aligned, national plan will lead to better connections between those involved in sport and result in greater recognition, investment and support for the sector.”

The Strategy provides a roadmap over three horizons to 2032 and beyond.

The ASC’s Play Well Participation Grant program is a key activity of the Strategy’s Horizon 1 which focuses on aligning the sector and driving participation in sport.

National sport and physical activity organisations will be able to apply for grants to deliver innovative projects that drive a lifelong involvement in sport.

Local Government Councils can also apply for funding to host Come & Try days and multi-sport festivals in their communities that promote equitable access for all.

Tracy Taylor, Associate Deputy Vice Chancellor Research and Innovation RMIT University notes “all Australians should have the opportunity to participate in sport for fun, health, social connection, and community belonging. This Strategy gives Australians a voice in shaping sport in ways that bring positive impacts into the lives of the many diverse communities across our country. Investing in our sport system and organisations will not only build current capacity and capabilities, but will set us up to future proof sport for future generations.” 

Dr Phil Hamdorf, Chair Disability Sports Australia / Chair Skate Australia added “I believe the Play Well Sport Participation Strategy has the potential to become a significant 'sector influencer.' This Strategy acknowledges the need for transformation within the sport sector to thrive and maintain relevance in the future. As communities evolve in how they engage with and participate in sport, the sector must adapt accordingly. The Strategy aims to reshape the concept of sport to accommodate and promote the wellbeing of all individuals.” 

Assmaah Helal, Chief Operating Officer Creating Chances commented “The Strategy will be an important tool to support the sports ecosystem to take a collaborative approach in designing and delivering activities that are fun, safe and inclusive. The more people who feel like they belong in the community and are provided with meaningful experiences the more likely they will commit and contribute and eventually inspire others to do the same in and through sport.”

Meghan Mayman, Executive Officer, Regional Sport Victoria noted “Sport is more than wins and losses. It creates opportunities to connect, gather and support one another. Everyone involved in delivering sport helps determine if participants have a positive experience and return. We need to support the people who make sport possible as it will give us the best chance of achieving our vision – that everyone has a place in sport.”

Sunil Menon, Head of Community, Melbourne City FC also shared “We want everyone to feel comfortable and reflected in sport, to be able to consume it at their own pace and time. We know there are many changing factors involved in participation, and I hope that we can look back in years to come and say that we made the most of this great opportunity to advance the participation of sport in Australia.”

The Play Well Strategy is available at www.playwell.gov.au    

Applications for the Play Well Participation Grant Program are open until 23rd February 2024.

Image: Girls playing basketball (top, credit:Sport and Recreation Victoria) and panel discussion at Beyond Activ’s Asia-Pacific Health, Fitness, Wellness and Sports Festival (below, from left: Troy De Haas, Rebecca Shaw, Peter Bromley and Lynne Anderson).