Sport with purpose: Hark event explores how to create lasting change for young people
In June, Hark hosted a powerful and thought-provoking event in the heart of London, gathering senior leaders and changemakers from across sport, education, brand sponsorship and community development. Held in a working youth and community centre, the setting was a deliberate reflection of the event’s purpose: to put young people’s experiences and voices at the centre of the conversation.
This was the first in a new series of Hark Sport events designed to explore how sport can become a genuine force for good - not just in theory, but in long-term, measurable impact for young people and the communities they live in.
A shared commitment to purpose
Across the morning, the atmosphere was full of energy, honesty and collaboration. It was a space for organisations to move past surface-level conversations about purpose - and instead explore what real change looks like when it's rooted in community, insight and long-term thinking.
The event focused on four key themes, each brought to life by speakers and contributors across sectors:
Moving beyond sponsorship
- As the expectations of brands evolve, so too must the approach to sponsorship. Attendees explored how leading organisations are looking inward - identifying existing assets like athlete ambassadors, digital platforms, staff volunteers and community partnerships - and repurposing them to drive youth impact.
Scott Somerville, E.ON UK:
“Genuine impact should lead the way - only then should content, partnerships and activation follow to reinforce the purpose.”
From reach to relationships
- The event spotlighted how trust, time and relevance are key to engaging young people meaningfully. Programmes that prioritise sustained relationships over short-term reach are helping young people build confidence, life skills and even future careers.
Jenelle Grant, National Basketball Association (NBA):
“Relevance comes from local insight. Tailoring experiences to the needs of specific communities drives deeper engagement.”
Schools as a smart route to impact
- With their reach and consistency, schools were identified as one of the most cost effective environments for driving youth engagement at scale. By embedding sport into daily education, organisations can deliver outcomes that stretch far beyond physical activity.
Ross McKinley, Premier League Charitable Fund:
“Start with clearly defined goals and understand how success will be measured from the outset to avoid retrofitting and ensure long-term impact.”
The power of place-based approaches
- Locally led, community-driven strategies were at the heart of several discussions. Real, lasting change starts by listening - particularly to those furthest from opportunity - and co-creating solutions that respond to local context.
Dr. Alton Brown (Hon FLSBU), Active Partnerships:
“Change often begins with those furthest from opportunity. Listening and inclusion are key to building solutions that last.”
A moment for reflection: Unpacking Inequality
Attendees also experienced Hark’s Unpacking Inequality display - a compelling visual journey through the barriers young people face in accessing sport today. From affordability and confidence to cultural inclusion and gender inequality, the display brought together data, storytelling and action - urging everyone in the room to reflect and respond.
What’s next?
This event is just the beginning. Hark will continue to host conversations, spark collaboration and share insights as part of its mission to make sport a platform for positive social impact - with young people at the heart.
If you’re a brand, rights holder or organisation interested in using your platform to deliver long-term value, keep an eye out for upcoming Hark Sport events. These are more than just discussions - they’re spaces for connection, commitment and action.
To learn more about Hark Sport and upcoming events, visit harklondon.com
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