Active Norfolk becomes the Active Partnership for the county as part of nationwide rebrand
Posted: Wed, 13 Mar 2019 15:48
In a UK-wide rebrand, Active Norfolk has seen its status altered from the County Sports Partnership for Norfolk to become an Active Partnership for the county. The new identity was launched earlier this week at the Active Partnerships conference in Nottingham.
Established as a nationwide network nearly two decades ago, County Sports Partnerships have become a crucial component of bringing physical activity into people's lives across the UK. But in the wake of changes to County Sports Partnerships remit, which now focuses more on partnership working and tackling public health issues, it was felt the new title, Active Partnerships, better suits the way such organisations are set up.
Lee Mason, Chief Executive of Active Partnerships, said: "We recognise that the needs of our partners and communities are changing, that levels of physical activity remain worryingly low and are affected by a complex system of influences which means no single organisation or intervention can create sustainable change at scale.
"So we need to think and act differently, and over the last year we are have been changing to strengthen our approach to better tackle these issues. This has included confirming our long-term future partnership with Sport England to help deliver the national strategy, Towards an Active Nation, and a shift from programme delivery to a whole system, place based approach."
The rebrand will help to continue the current ethos of Active Norfolk, which engages with local organisations to help find out what works in different areas and understand barriers to physical activity on a locality basis.