Case Study – Play On Gateshead
Organisation name: Play On (Active Through Football) – Gateshead Council
Contact name: Josh Scott
Role / job title: Project Lead
Partnership / collaborators involved: Sport England, Football Foundation, Gateshead Council, Gateshead FC Foundation, Durham FA, Age UK Gateshead, Edberts House, Hat-Trick Project and local community organisations.
Synopsis:
Play On is Gateshead’s delivery of the Active Through Football programme, funded by Sport England and the Football Foundation. Working in East Gateshead, Deckham and High Fell, the programme uses a place-based approach to improve health and wellbeing through sport, physical activity and community engagement. Activities are developed with local residents and delivered through strong partnerships with community organisations. The programme supports women, older adults, refugees and people experiencing mental health challenges, helping to reduce isolation, increase physical activity and create opportunities for volunteering, skills development and employment.
The Story:
The challenge
East Gateshead experiences significant health inequalities, lower levels of physical activity and higher levels of social isolation than many other areas. Traditional sport and physical activity opportunities were often not engaging those who would benefit most, particularly women, older adults, refugees and people experiencing mental health challenges.
What was done
Play On adopted a place-based approach, working alongside residents and local partners to understand community needs and design activities around them. Rather than delivering a fixed programme, activities evolved through ongoing conversations and engagement with local people.
The programme now delivers a range of activities including women’s football, walking football, wellbeing sessions, Sporting Memories, refugee football and family activities. Strong partnerships have been developed with community organisations, health services and local venues to increase reach and impact.
Alongside activity delivery, the programme has invested in participant progression, volunteering and workforce development.
Impact and outcomes
The programme has supported hundreds of residents to become more active, connected and confident.
One participant, Claire, joined a women’s football session with no previous football experience, low confidence and a history of mental health challenges. Through the programme she became a volunteer, progressed into an apprenticeship and is now a full-time member of staff delivering community sessions. She was recently recognised nationally with a Coach of the Year award.
The programme has strengthened community networks, developed local leaders, increased participation opportunities and created pathways into volunteering and employment. The recent extension of funding until 2028 reflects the positive impact being achieved locally.
Learning and Relevance
Why this matters
The key learning is that successful place-based working starts with listening. Communities are far more likely to engage when activities are developed with them rather than for them.
Strong partnerships have also been critical. No single organisation could have achieved the same level of impact alone. By working collaboratively across sport, health, community and voluntary sectors, Play On has been able to reach residents who may otherwise remain disconnected from support.
The programme has also demonstrated the value of investing in people as well as activities. Claire’s journey from participant to award-winning coach highlights the wider social and economic impact that community sport can create.
What would you do differently next time?
We would focus earlier on sustainability and participant progression pathways. While these have become strengths of the programme, establishing community champion roles, volunteer pathways and referral networks sooner would have accelerated some of the long-term benefits.
We would also strengthen links with social prescribing and health partners earlier in the programme to maximise opportunities for referrals and preventative health outcomes.