Action - Focused Community Development

As stated before all clubs are engaged in this activity but arguably, even the clubs who allocate a significant amount of resources are overstretched and it is likely that this crucial element of the game’s survival is not as effective as it could be.

Glasgow Celtic FC, Glasgow rangers FC, Hibernian FC and Heart of Midlothian FC are all engaged in large scale community development with Aberdeen FC and Dundee United FC also making inroads in this area. Beyond these clubs, the support just isn’t there and scale of the effort starts to wind down. It is clear that in the lower divisions, many clubs are really struggling just to maintain links with their local community.

The recommendations of the Scottish Football Review Report Part 1 whilst stimulating and encouraging greater community development will place an even higher burden on clubs if they continue to participate.

Even if a plan can be drawn up, there is a lack of vision as to how it will be implemented and how this plan will sell the benefits to parents about youngsters fitness, their general wellbeing and educational benefits. The present strategy is directed at those who are already committed to football but it is not these people to whom this vision has to be communicated.

Interest in Scottish football needs to be regenerated in every household in the country, in every institution, school local authority etc., etc. and this is a task that can go on ad infinitum.

If the future of the game is to be really secured, this not only has to be in playing terms but in an equally high levels of interest from those who are not involved with playing. I.e. an interest strong enough to deliver almost as many benefits to individuals from attending football matches irrespective of the club’s league position.

Who are these people?

• • The one who don’t come

  • The ones who don’t bring their girlfriends, wives or friends

  • The ones who wont bring the kids along – fathers, grandfathers, uncles or even big brothers

We are now beginning to see innovative ways of raising awareness of the good things in Scottish football by some clubs, like the use of Facebook to showcase highlights of TV coverage e.g. Hamilton FC.

Clubs require access to much more high quality promotional resources that support their community campaigns and activities and what is more they need guidance on what, when and to whom.

It needs to be focussed. Not hit and hope, and it is a task that is beyond the resources that many SPL & SFL clubs have, let alone the Highland League or Southern League senior clubs.

The SFA must support this in conjunction with the SPL and SFL to ensure consistency of aims and effectiveness of efforts made by clubs. A wide range of resources should be produced to include:

• • Generic style leaflets, posters and brochures suitable for distribution by clubs in schools and other community groups

  • Electronic versions of all promotional material with sections that can be branded and customised by clubs to suit their local needs

  • Promotional videos suitable for different community groups and on different themes – playing football, watching football, supporting local clubs (attendance and social aspects)

  • Parental guidance – health & education benefits

  • Advertising campaign for newspapers and local radio stations

  • Investigate and set a common standard for web based promotional campaigns that clubs can aim to introduce

  • All information to be freely available and downloadable from the SFA website

All clubs must:

• • Evaluate their own policies to ensure they meet these criteria and demand the support and changes from the governing bodies that will ensure such support

  • Begin discussions with other clubs to ensure representation of these aims within their various Associations

Actions by Individuals:

• • Step up pressure on your local club to demand change and support from the top down

  • Step up pressure on your local club’s chairman, or any other club chairman for that matter, for club policies that and are community focussed

  • If you can’t take part in club affairs, have a look at Facebook – it’s free

Whether you decide to take action or not you should be in no doubt what the SFA must deliver on. Click on this link if you still have doubts.

Whether through involvement with a club or acting on your own, you can contribute to this in many ways. If you haven’t already done so, visit What You Can Do for further details.

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