Insights - 15.02.24

Active Partnerships to work with MC2 on strategic comms brief

The national team for the nationwide sport and physical activity network, Active Partnerships, has hired strategic marketing communications agency MC2 to help accelerate its vision to make active lifestyles the norm for everyone.

The charity is working with MC2 to communicate its work and impact to key stakeholders, with a remit including strategic positioning and development of a new website.

Active Partnerships takes a place-based approach to reducing inequalities through its network of 43 local organisations, including London Sport, GM Moving and Active Humber. The network’s work includes helping communities identify barriers to activity, strengthening local capacity and integrating sport and physical activity into local strategies.

Andy Taylor, CEO at Active Partnerships, said: “We believe in the power of sport, physical activity and movement to transform lives – whether it’s bringing communities closer together, connecting people to opportunities or improving health and wellbeing.

“It’s the network’s expert knowledge of what is happening on the ground in local communities across England that puts us in a unique position to affect change at scale. But to do this effectively, the communication of our work is critical. The MC2 team are already providing challenge and forcing clarity which I have no doubt will be a real enabler of our work moving forwards.”

Ellie Matthews, director at MC2, commented: “It’s always special when we work with ambitious organisations that align with our values. The impact of the diverse work across the Active Partnerships network cannot be underestimated, but the potential to drive even greater change and help tackle some of the biggest challenges in society is huge. We’re honoured to be supporting Active Partnerships in driving towards their vision and working closely with the incredible team.”

The work is being delivered by MC2’s sport practice which is headed up by director Ellie Matthews and deputy creative director Sam Dunn. Its work stretches from brand building for global clubs and grassroots community engagement, to creating digital-first annual reports and launching leading sports podcasts. Clients include major sports brands, the Manchester Originals, Deloitte, Voiceworks Sport and Crowd Network’s Sport Division.