Graham MorganSports Director
SportAccord
Madrid
Monday 12 May
Sino-Navigator Directors• Nelson Cheng
• Dr. Gerard Corcoran
• David Fong
• Graham Morgan
• Lionel Davis
• Glen Kirton*
Graham Morgan• Physical Education graduate• 9 years as teacher• 6 years as Sports Development Officer• FA Staff Coach• International schools player & Coach• 10 years adidas (Head of global grassroots,
UK Head of Sport)• 4 years with ESP/Navigator• Sino-Navigator JV 2 years
Grassroots Sport
• Those who play for the love of the game
• Emotionally driven
• Football is a highlight of the week
• Performance and enjoyment
• Training and playing regularly
• Football: global grassroots 200 million+
• Frequently neglected or ignored
Association of FootballCoaches and Teachers
• Authentic need in the game
• Support from football itself
• Local, national, international interest
• European Coaches Assoc. membership
• Kit, practical event support, plus online
• Members involvement
• Brand and personality support
Schools Football initiative
• Teachers involved in creation, feedback
• Addresses authentic needs
• Teacher training, equipment provision
• Fundraising element in curriculum time
• Easily implemented with incentives
• Whole school actively involved
• ESFA and brands support
China background• Sport is a Party priority for promotion• Olympics, Asia Games, Formula 1• Key for schools and youth (370 million)• Football: promote an active, healthy lifestyle• Football perceived as “western”• World Cup 2002, Women’s World Cup 2003
(2007)• International players overseas• Brand sponsorships overseas
Signing with CYSFD partners
Sino-Navigator: Gateway to Youth in China
• Joint Venture• Chinese and British Directors• 15 year Licence with CYCC• Delivery through schools• Practical and on line elements• Twinning with ESFA and its activities• Overseas exchanges, Academies• Brand funding
China solution• Football into the fabric of Society• China Youth Schools Football Development
Project (CYSFDP)• 15 Year license, grassroots to elite youth• China Youth Concern Committee, China
Talents Journal, Ministry of Education, State Sport Administration
• Business involvement with special events, PR• International exchanges, tours, matches
Political Support for CYSFDP
UK launch New Era for China
CYSFDP Overview
Schools
Youth
Elite
Events
Int.
CYCC Brands
Sport and Education
• Authentic needs • Expert staff with empathy and “heart”• Relevant and stimulating content• Interactive delivery, supportive stance• Virtual and practical mediums• Ongoing and enduring• Feedback opportunities
ESFA Centenary 2004
• Celebration of past successes
• Celebrity and brand support
• Matches, events and PR
• Re-positioning
• New future direction
• Healthy, active, access to English youth audience through schools football
Thank you