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Stakeholder Engagement

We are clear about our role as an ‘enabling’ organisation, performing in a strategic role, facilitating effective and deep collaboration between the four Black Country local authorities, communities, public, private, charitable and voluntary sector organisations.

The partnership seeks to co-ordinate joint working, where it adds most value, to tackle physical inactivity and get more people playing sport. Our priorities reflect the need to understand the regions communities and residents, connect and collaborate to align strategic priorities and influence policy and investment, ensuring sport and physical activity is placed on key agendas and is more visible in transformational discussions across health, economic regeneration and education.

To advance this, we have sought to build a greater breadth of relationships with ‘non-traditional’ partners, backed by strong intelligence and insight, across our 4 priority themes, the below links provide examples;

  • Education
  • Health & Wellbeing
  • Communities
  • Workforce, Skills & Employment

We have refocused how we can both deliver and influence through others, and understand how we should focus our efforts on building, accessing and developing partners who can apply interventions which can tackle and address the scale of the inactivity barriers across the Black Country. Central to our approach is our ability to answer the below questions;

  1. What is our purpose – overall ambition?
  2. What we are seeking to achieve short term and long term?
  3. Who are we working with to achieve it?
  4. What difference will we have made?
  5. How will this be measured?
  6. What will we learn?

We seek to gather the insight and learnings generated to have greater influence across policy, strategy, resource and investment. Our tube map outlines the breadth of networks that we have access to advocate across and within, to place our agenda of sport, physical activity and wellbeing and upscale our ability to impact on the large-scale issues the region presents.

For more information please email Ian Carey or Michael Salmon.


The go-to place for schools to find local organisations to support their physical activity provision.

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Timely data and learnings in relation to physical activity and sport in the Black Country and the added value we can offer.

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Resources and videos to support the Black Country sport & physical activity workforce, sports clubs and community organisations.

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Include Me West Midlands
Youth Sport Trust
Activity Alliance
Youth Endowment Fund
Sporting Equals
West Mids PCC
Dudley CVS
One Walsall
Dept of Health
Dept for Education
Equality Standard in Sport