That sport has an incredibly important role in our society is nothing new. Research clearly shows that people who are involved in sports are more likely to have a larger network, more friends, better self-confidence, be more healthy, have a better education, and a higher salary than people who never played or practised any sports

In addition, sport contributes to more job opportunities, creates more role models for young people, but most importantly, it creates a sense of belonging.

It is important to highlight that these effects would not be possible without well-functioning sports clubs and teams. As we all know, the two main pillars of a well-functioning sports club are sponsors and supporters (members, volunteers, parents, children, etc.)

Despite the great effect that sports have on our society, the figures show that 2 out of 3 children are too inactive.


Surveys indicate that elite sports have a direct impact on youth sports. With more and bigger stars, young people have role models to look up to and goals to strive for. Which leads to more children and youth in sports. Sports clubs with elite teams also have a greater probability to attract young people to their clubs for the same reason. In the opposite direction, however, this means that in cities with fewer elite teams, more young people stop playing sports at a younger age due to the lack of role models and someone to look up to.


Keeping elite teams and youth teams alive is hard work. Today, hundreds of thousands of sports clubs work with limited resources, which makes it difficult for them to attract new and retain existing supporters and sponsors within the clubs.