The Future of Sports Funding: Turning Insight Into Impact With State of Life and Sporting Assets.

As the sport, leisure and physical activity sector faces increasing pressure to do more with less, one question continues to rise to the surface: how do we invest smarter to tackle inactivity and deliver real outcomes for communities?

At Why Sports 2026, this question takes centre stage in a dynamic, interactive presentation led by Will Watt, Managing Director of State of Life, and Pete McGuire, Managing Director of Sporting Assets. Together, they will deliver 'The Future of Sports Funding' — a session designed to be fun, practical, and deeply informative, while aligning closely with Sport England’s new restructuring and ambitions.

Their approach reflects the shared ethos of both organisations: combining robust data with real-world delivery to help decision-makers understand not just what works — but why, how, and for whom.

From Funding to Outcomes: A Smarter Way Forward.

The session explores two critical dimensions shaping the future of investment in physical activity: HOW funding is deployed, and WHO benefits most from it.

This is not about theory. It’s about making evidence actionable.

HOW: Rethinking Investment for Greater Impact

One of the key insights to be shared is that:

• Loans can be up to four times more cost-effective than grants when investing in already active, more affluent groups, with wider ripple effects into local communities.

  
  

This challenges traditional funding models and opens up new ways of thinking about sustainability, leverage and long-term return on investment.

Will and Pete will also introduce the T-shaped evaluation model, which works alongside Moving Communities to help organisations measure both breadth and depth of impact — combining participation data with meaningful wellbeing outcomes.

This approach enables funders and providers to better understand not just attendance figures, but how activity improves lives, supports behaviour change and contributes to wider system goals.

WHO: Understanding Where Value Is Created.

Sport England’s evolving model demonstrates that the value of physical activity varies significantly across different demographics. This insight is critical when targeting resources and designing interventions.

Real-world examples bring this to life:

• GM Active shows the powerful impact of GP referrals across Greater Manchester, highlighting how physical activity can be embedded into healthcare pathways and deliver measurable population-level outcomes.

• StreetGames demonstrates the importance of evidence and data in reaching underserved communities — using insight to shape programmes that resonate with young people and deliver lasting change.

  
  

Crucially, the session will spotlight accessible tools that organisations can use to measure impact, including:

• WELBY (Wellbeing-Adjusted Life Years)

• QALY (Quality-Adjusted Life Years)

• Free survey tools for adults and children to capture real-world outcomes beyond participation numbers.

  
  

These tools empower organisations of all sizes to better articulate their impact — strengthening business cases, improving delivery and attracting future investment.

Every Organisation Has a Role to Play.

A central message of the presentation is clear: tackling inactivity is everyone’s responsibility.

From local clubs and leisure operators to healthcare partners, funders and national bodies, each organisation contributes to the wider ecosystem. By evaluating impact consistently and transparently, the sector can better identify opportunities to reduce sedentary behaviour and maximise collective outcomes.

This shared accountability is essential. When organisations understand their contribution within the wider system, collaboration becomes easier, resources are used more effectively, and duplication is reduced.

Why Funding, Collaboration and Transparency Matter.

Sustainable progress depends on more than short-term investment.

To truly turn the tide on inactivity, the sports and leisure sector needs:

• Continued and diversified funding.

• Stronger collaboration across sectors.

• Open knowledge sharing.

• Greater transparency around outcomes and learning.

  
  

Without these foundations, funding cycles risk becoming repetitive rather than transformative. With them, investment can evolve — supporting innovation, scaling what works and building confidence among policymakers and partners.

Why Sports 2026: Upskilling for Impact.

For delegates at Why Sports 2026, this session offers more than insight — it offers practical tools and perspectives to take back into their own organisations.

Attendees will have the opportunity to:

• Upskill in impact evaluation

• Engage with new funding models.

• Learn from proven case studies.

• Develop solutions aligned to their own targets and outcomes.

  
  

By bringing together data, delivery and dialogue, Will Watt and Pete McGuire will help set a new standard for how the sector thinks about funding — moving from inputs to impact, and from activity to outcomes.

In a landscape where every pound matters, The Future of Sports Funding provides a timely reminder: when we invest intelligently, collaborate openly and measure what truly matters, we create healthier communities — and a stronger future for physical activity.