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Sport Policy in Britain
Typeset in Sabon
by IBT Global.
Iain would like to dedicate this book to his father who, with
his love of sport and ongoing thirst for knowledge, was and
continues to be a wonderful role model and guiding in uence.
Contents
List of Figures xi
List of Tables xiii
Notes 205
References 207
Index 227
Figures
The period since 1990 has been one of the most signifi ficant for British sport
since government began to take a sustained interest in the policy area in
the mid-1960s. What was, in the late 1980s, a largely neglected backwater
of public policy has experienced a rapid increase in political attention lead-
ing to a plethora of policy initiatives and a substantial increase in public
funding. The purpose of this book is to provide an analysis of the nature
and extent of change in the fortunes of British sport. It is argued that since
the early 1990s there has been signifificant change across a range of dimen-
sions of sport policy and especially in relation to: the salience of sport to
government; the allocation of government resources associated with sport;
the machinery of government concerned with sport; and the distribution of
power in the policy sub-sector.
The analysis in this book is focused on developments in policy related
to community, elite and school sport, but is concerned mainly with the
non-commercial providers and aspects. While it is acknowledged that
the government has a signifi ficant role in regulating elite sport within the
commercial sector (professional football, rugby, tennis et cetera) and in
shaping the business environment of the commercial fitness fi sector, the
activities of the government or the state more broadly in these areas of
sport provision are not the central concerns of this study. As regards the
geographic focus of the book, it is acknowledged that much of the sub-
stantive focus is on sport policy which operates at the UK level (mainly
elite athlete development) and at the England level (for example, in the
chapters that deal with local government and with youth sport). However,
the impact of devolution is a theme that runs through the study and is
dealt with explicitly in Chapter 4.
Salience of sport to government Low Increasing following John Major’s Consistently and signifi
ficantly higher
appointment as PM than in the 1980s
Public policy objectives for sport Vague, except in response to Emerging strong focus on Reasonably firmly established around
(direct and indirect) specifi
fic problems (e.g. football school and elite level sport youth participation, elite success,
hooliganism) when they event hosting and sport’s contribu-
were confused tion to health improvement and
improved educational standards
Sport Policy in Britain
Machinery of government Neglected and with limited Reduction in overlapping remits Still complex
concerned with sport resources; confused (due to establishment of UK Sport);
overlapping remits appointment of a Minister for Sport
and establishment of a ministry
responsible for sport. Still very
complex
Broader national landscape of sport Fragmented and labyrinthine; only Fragmented and labyrinthine; only Much closer integration between the
limited contact between public, not- limited contact between public, not- public and not-for-profit
fi sectors
for-profit
fi and commercial sectors for-profit
fi and commercial sectors
Distribution of power in the policy Lobbying capacity weak in both Increasing lobbying activity by Cen- A more vigorous policy network with
sub-sector the not-for-profit
fi and commercial tral Council for Physical Recreation, more eff
ffectively organised interests
sectors national governing bodies of sport especially in relation to elite sport
and BISL (Business in Sport and and youth/school sport.
Leisure)
Sport policy outcomes Limited connection between public Significant
fi increase in resources avail- Tighter integration between public
policy inputs and sport outcomes able to central government to shape and not-for-profit fi sectors; NGBs
sport (via the national lottery) increasingly the agents of govern-
ment policy; substantial success in
increasing participation in school
sport and also in winning Olympic
and Paralympic medals
The Framework for Analysis 5
being able to point to a signifificant increase in participation among school-
children and having achieved considerable success at the Beijing Olympic
and Paralympic Games in 2008. However, progress had not been uniformly
positive as sport organisations still operated within a complex (and often
fractious) organisational landscape and participation levels remained stub-
bornly static and variable by class, gender and age. Table 1.1 provides a
summary of the contrast.
In the period since 1990 there has arguably been a significant
fi transfor-
mation in the status and impact of sport policy. The primary aim of this
book is to analyse the character and signifi ficance of the changes that have
taken place in relation to the government’s policy towards, and forms
of intervention in, sport. A necessary complementary aim is to identify,
assess and utilise a set of concepts and analytic frameworks which will
help in fulfifi lling the book’s primary aim. With these two aims in mind,
this chapter continues with a review of concepts and frameworks which
have proved to have the greatest utility in previous analyses of sport policy
or which have been developed in the general discipline of policy analysis
and which are considered to have the potential to make a contribution
to the examination of sport policy. It is argued that eff ffective analysis of
policy is only possible through the application of concepts and analytic
frameworks which off ffer not only the opportunity to recognise patterns
and processes in policy development, but which also provide a rigorous
challenge to the conventional wisdom and easy empiricism. With these
concerns in mind, the fi nal chapter will provide both conclusions regard-
ing the nature, extent and process of policy change in sport and also an
examination of the utility of the concepts and frameworks introduced in
the remaining sections of this chapter and the degree to which they pro-
vided insights into the policy process.
The study of policy change involves the search for, and analysis of, pat-
tern, trends, key events, continuities and breaks with the past with the
aim of giving meaning to a collection of events and policy decisions in
a particular time period: in other words, to move beyond the mere cata-
loguing of events through descriptive research to an understanding of the
deployment of power and the protection and promotion of interests. In
order to obtain an accurate perspective on the scale and nature of change
in a particular policy area, it has been argued that a period of at least
ten years is required (Sabatier 2007). However, even a period of ten years
may not be suffi fficient to identify policy trends or watersheds that mark
signifi
ficant policy transitions. Uncertainty about the temporal parameters
of policy analysis arises, in part, from uncertainty regarding the nature
of policy itself and particularly what constitutes signifi
ficant policy change.
6 Sport Policy in Britain
Policy may be defi fi ned in a number distinct ways, for example, as aspiration
and symbolism or as action and process. Contemporary sport policy in the
United Kingdom (UK) is replete with aspirational statements and symbolic
flourishes. Recent examples of aspirational statements include that from
UK Sport, which identifi fied one of its three ‘corporate themes’ as being
to promote ‘UK Sport to win and maintain the respect, trust and engage-
ment of everyone with whom we interact’ (UK Sport 2010, p. 10). In Game
Plan, one of the recommendations was ‘To encourage a mass participation
culture . . . A benchmark for this could be Finland’ (DCMS/Strategy Unit
2002, p. 80). More recently, Sport England stated that it aspired to ‘create
a world-leading community sport environment, as part of the legacy of the
2012 Olympic and Paralympic Games [and to establish] a lifelong sport-
ing culture in this country [which] will change sport from a minority to
a majority pastime’ (Sport England 2010, p. 9). Sport Northern Ireland’s
stated vision is to develop ‘ . . . a culture of lifelong enjoyment and success
in sport . . . ’ (Sport Northern Ireland 2009b, p. 7). While many would
question whether these aspirations were feasible, few would argue that they
were not laudable. More importantly, in relation to all of these organisa-
tions a strong case could be made that even if their mission statements and
goals were overambitious the sentiments that they incorporated have been
supported, even if only modestly, by the commitment of resources—that is,
policy as action and process.
Unfortunately, identifying action (the commitment of resources such as
time, money, expertise, personnel and political support to the achievement
of realistic objectives) is not always straightforward. The outputs of the
political system can take a range of forms only some of which would meet
this defifi nition of action. Indeed, in sport there are many examples of policy
outputs which are simply policy re-branding or organisational tinkering
such as the establishment of the Sports Cabinet and the proposed merger of
UK Sport and Sport England.
In relation to policy change, the acceptance in the mid-1960s that sport
fell legitimately within the remit of government was equivocal rather than
wholehearted and policy interventions were sporadic and generally discon-
nected rather than continuous and strategic. In the period immediately
prior to Major’s appointment as prime minister, the governments of Mar-
garet Thatcher displayed little interest in sport apart from the obligatory
photo opportunities (being kissed by Kevin Keegan before the departure of
the England team for the 1982 World Cup finals was probably the prime
minister’s most intense sporting experience). When sport did intrude into
the consciousness of the prime minister, it was almost always in a negative
context, as two of the most prominent sports issues of the 1980s were foot-
ball spectator violence both at home and abroad involving the supporters
of English football clubs and stadium safety (a fi re at Bradford City FC sta-
dium in 1985 and a crowd surge at Hillsborough stadium in 1989, both of
which resulted in substantial loss of life). Apart from the attempt to tackle
The Framework for Analysis 7
the issues of spectator violence and stadium safety, the government’s most
signifificant impact on sport was as a consequence of its general commitment
to privatisation of public services which aff ffected public sport facilities due
to the requirement that local authorities should put the management of
their facilities out to competitive tender.
The appointment of John Major as prime minister in November 1990
appeared to mark an important break with the past. In addition to very
diff
fferent levels of personal interest in sport, the period of John Major’s
premiership contrasted sharply with that of his predecessor most nota-
bly in terms of fi nancial investment (which increased considerably due
to the introduction of the national lottery), administrative reform (for
example, the establishment of sportscoach UK, UK Sport and the Depart-
ment of National Heritage) and strategy development (a signifi ficant policy
document in 1995, the fi rst in 20 years). However, the apparent clar-
ity of the break with the past needs to be put in perspective. First, it is
important to note that increased public investment, administrative reform
and publication of strategy documents were evident across most areas of
public policy, certainly from the mid-1990s. In education, for example,
Chitty (2004) notes that between 1944 and 1979 there were only three
significant
fi education acts, but between 1979 and 2000 there were over
30 separate education acts. The last 20 years or so has not only witnessed
an increase in legislative output by government but also an increase in
administrative tinkering.
Caution in accepting 1990 as a watershed in sport policy is required
for a second reason, which is the methodological problem in identifying
specifific periods. Debates concerning historical periodisation warn against
the premature identifi fication of periods and emphasise that period identifi fi-
cation depends on the historical characteristics or variables that are con-
sidered signifi ficant. Attempts at periodisation invariably bear the imprint
of their time of origin. More importantly, the erroneous imposition of a
period on a series of events or policy developments can obscure analysis
as the researcher attempts to make the data fit fi the defifi ning characteristics.
The historian Fernand Braudel warned against ‘scholars who . . . first fi create
these signs and then glue them on their precious bottles, to end by giving
the signs authority over their content’ (quoted in Gerhard 1956).
In this respect it is valuable to adopt a metaphor of levels of change in
relation to sport policy, as this alerts the researcher to the danger of ascrib-
ing signifificance and ‘period’ status on the basis of relatively superfi ficial or
epiphenomenal events. For example, at the superfi ficial level one might point
to actions by the state which affect
ff the distribution of resources, the estab-
lishment of new, or the reform of existing, administration structures, the
change in the use of national lottery funding or change in the criteria for
allowing national governing bodies of sport access to world class perfor-
mance funding for their elite athletes. At a deeper level, change would be
located in actions by the state which altered its long established relationships
8 Sport Policy in Britain
with civil society sport organisations such as national governing bodies or
the place of physical education in the school curriculum. At a much more
profound level are the changes in societal values which directly or indi-
rectly impact on sport. Change at this deep societal level would include
public acceptance that intervention in sport was a proper concern of gov-
ernment or that women or those with disabilities have the same right to
participate in sport at the elite level as male able-bodied athletes. It would
be possible to identify periods at each of these levels with the length of the
period increasing with depth of change.
A number of writers have utilised a metaphor of levels in policy analysis
with the work of Sabatier and colleagues being particularly useful. A cen-
tral aspect of their advocacy coalition framework (ACF) is the role played
by ideas in shaping the direction, nature and pace of policy change. The
ACF conceptualises a three-tiered structure of beliefs: deep core beliefs;
policy core beliefs; and secondary beliefs. Deep core beliefs are ‘very gen-
eral normative and ontological assumptions about human nature, the rela-
tive priority of fundamental values such as liberty and equality, the relative
priority of welfare of difffferent groups. The proper role of government ver-
sus markets in general, and about who should participate in governmental
decision making’ (Sabatier and Weible 2007, p. 194). At a slightly less pro-
found level are a set of policy core beliefs which affffect a whole subsystem
and are the application or operationalisation of deep core beliefs. Policy
core beliefs would indicate, for example, ‘the priority of diff fferent policy-
related values, whose welfare counts, the relative authority of government
and markets, the proper roles of the general public, elected officials,
ffi civil
servants, experts, and the relative seriousness and causes of policy problems
in the subsystem’ (Sabatier and Weible 2007, p. 195). At the finalfi level are
secondary beliefs which are ‘relatively narrow in scope (less than subsystem
wide) and address, for example, detailed rules and budgetary applications
within a specifi fic programme, the seriousness and causes of problems in a
specifific locale . . . ’ (Sabatier and Weible 2007, p. 196). Secondary beliefs
are more flexible and open to change. Table 1.2 provides examples of how
the concept of a hierarchy of beliefs and levels of policy might be illustrated
in relation to sport.
As the foregoing discussion indicates, it is important to take a sceptical
approach to claims that a particular event or policy represents a watershed
in the development of public policy in a specifi fic subsystem. It is important
to bear in mind that what might appear a profound shift in policy might,
with the sharper perspective that temporal distance gives, appear as more
incremental and part of a longer term pattern in policy development. For
example, it is open to debate whether the sharp shift in sport policy fol-
lowing the resignation of Margaret Thatcher and the appointment of John
Major marked the beginning of a new period in the history of government
involvement or whether the Thatcher years should be seen as a relatively
short break in the longer term trend of increasing government involvement
The Framework for Analysis 9
Table 1.2 Levels of Beliefs and Policy
Examples of beliefs
Level related to sport Examples of policy
especially high)
12 Sport Policy in Britain
Table 1.3 combines these typologies of resources and instruments and
illustrates their potential application in relation to elite sport. The impor-
tant aspect of the table is the dimension of depth derived from Hall’s notion
of orders of change. What Hall’s conceptualisation suggests is that water-
sheds in policy are far less likely to be defifi ned by doing more of the same
(that is, simply adjusting existing patterns of resources, regulation and
administration intended to better achieve the same set of policy goals). The
break with the previous period is more likely to be defi fi ned by a signifi
ficant
change in policy goals.
Unit of Social classes Policy networks and Interest groups Markets and individuals
analysis subsystems
Role of Under Marxism the state is Due to increasing complexity The state is an active Argued that markets maxi-
the state an instrument of the ruling of social issues, governments participant in making mise social welfare and that
capitalist class: Under neo- seek to act in partnership policy, partly mediating individuals are rational utility
Marxism the position and with civil society between rival groups, but also maximisers. The role of the
role of the state is less clear organisations. Rhodes (1994) protecting and promoting its state is to enable markets to
with some arguing that the sees this as a loss of power own interests (especially in operate effffectively (with as little
state’s role is to manage (the hollowing out of the relation to problem definition
fi regulation as possible). Market
capitalism which might state), whereas Rose (1999) and preferred solutions). The liberals, especially rational-
involve short-term actions argues that we are witnessing state has a bias towards busi- choice theorists, have a deep
which go against the inter- an extension of state power, ness interests. suspicion of state action and
ests of capital accumulation, i.e. a ‘rolling out’ of state argue that politicians and state
e.g. provide welfare services power. offi
fficials will act rationally and
through taxation to enhance consequently seek to maximise
legitimation. their budgets (through taxation)
to secure organisational growth
and therefore larger personal
rewards. The role of the state
should be limited to activities
such as protecting property
rights, defence, providing basic
infrastructure and services (in
cases of market failure) and
regulating monopolies.
The Framework for Analysis
(continued)
13
Table 1.4 (continued)
14
Dynamic for Class confl flict and/or the i Accumulation of evidence and/ Interaction between groups with Market competition and the pur-
policymaking nherent instability of capitalism or external events (e.g. financial
fi unequal influence.
fl suit, by individuals, of personal
(e.g. the 2008 European and crisis). interest.
North American banking crisis).
Associated None clearly, but elements Policy communities; Advocacy coalition framework; Multiple streams.
meso-level of network theory in which institutionalism. punctuated-equilibrium theory;
frameworks business-dominated or business- institutionalism.
and approaches oriented networks would
manage policy subsystems; and
Sport Policy in Britain
Punctuated Equilibrium
One significant
fi criticism of a number of meso-level frameworks is that
they tend to be better at explaining stability or change, but rarely stability
andd change. One exception to this criticism is Baumgartner and Jones’s
punctuated-equilibrium model, which suggests that policy sectors are char-
acterised by long periods of relative policy stability typifi fied by conserva-
tive incremental movement in policy which are then punctuated by intense
periods of policy instability and change (Baumgartner and Jones 1993,
2002; True et al. 2007). The punctuated-equilibrium model is concerned
to explain the factors that cause a shift in the rate of policy change. Peri-
ods of relative policy stability are explained by the institutionalisation of a
dominant set of ideas (about the nature of the policy area and the accept-
able responses to issues) which are reinforced by powerful interests, the
media and public opinion. Instability and rapid policy change are the result
of the emergence of new issues, the accumulation of evidence challenging
the status quo through feedback and changes in the broader government
agenda which spill over into the macro-politics subsystem. ‘Macropolitics
is the politics of punctuation—the politics of large-scale change, compet-
ing policy images, political manipulation, and positive feedback. Positive
16 Sport Policy in Britain
feedback exacerbates impulses for change; it overcomes inertia and pro-
duces explosions or implosions from former states’ (True et al. 2007, p.
162). Baumgartner and Jones (1993) explained that these intense bursts of
change—punctuations—are caused by the interaction of image (the way
in which a policy is characterised and understood by the public and the
media, for example) and institutions (the institutional context of issues/the
arenas in which policy is discussed). ‘Institutions . . . freeze a set of political
participants into the policy process and exclude others. Institutions help
ensure that problems are defi fi ned in a particular manner and not in another.
They set the agenda’ (John 1998, p. 179).
The punctuated-equilibrium model is fi rmly located within a set of plu-
ralist assumptions which views policy subsystems as fragile and vulnerable
rather than institutionalising, on a long-term basis, bias towards partic-
ular interests on a semi-permanent basis. While Baumgartner and Jones
do acknowledge that ‘middle class interests’ do seem to fare better in the
American political system than those of the economically and politically
weak, they nonetheless concluded that ‘Rather than being controlled by
any single group, institutions, or individual these forces are the result of
complex interconnection of many institutions in society’ (Baumgartner and
Jones 1993, p. 237).
In some respects the model has potential utility in analysing sport policy
in the UK, but there are elements of the model which might be difficult ffi to
support with evidence. On the positive side there are a number of occa-
sions when macro politics has conflicted
fl with the institutionalisation of a
particular defifi nition of sport policy priorities—for example, the large-scale
government-wide priorities such as privatisation under Margaret Thatcher,
social inclusion under the Blair government and, potentially at least, ‘Big
Society’ under the coalition administration. Each of these government-
wide initiatives disrupted the settled pattern of the sport policy agenda,
the institutional arrangements, the allocation of responsibility and fund-
ing arrangements. However, it is debatable whether sport has experienced
sustained periods of equilibrium which are then available for punctuation.
Some areas of sport policy, such as community sport, experienced periods
of sustained instability with any periods of equilibrium arguably being the
consequence of neglect. However, other areas such as youth/school sport
and elite sport can be characterised as having periods of equilibrium and
evidence of incremental policy change during those periods.
Institutional Analysis
Overlapping with the punctuated-equilibrium model is a group of policy
analysts who give even greater emphasis to the role of institutions in shap-
ing policy. According to Thelen and Steinmo, institutions ‘shape how
political actors define
fi their interests and . . . structure their relations of
power to other groups’ (1992, p. 2) and are seen as significant
fi constraints
The Framework for Analysis 17
and mediating factors in politics. Although the institutionalist literature
is diverse, there are two broad orientations, one emphasising the signifi- fi
cance of institutions as organisational entities (local authorities, national
semi-autonomous agencies, departments et cetera) and the other, cultural
institutionalism, which highlights shared values, norms and beliefs and
can be seen as the routinisation of individual agency. Institutions constrain
choice through their capacity to shape actors’ perception of both problems
and acceptable solutions. As such, the emphasis on institutions is a valu-
able corrective to the tendency of much pluralist theory to treat organisa-
tions (Sport England, the Sports Council for Wales and the Department for
Culture, Media and Sport, for example) as arenas in which politics takes
place rather than as independent or intervening variables in the process.
Cultural institutionalism, with its emphasis on values, norms and beliefs,
draws attention to the social construction of meaning and ‘how interest
groups, politicians, and administrators decide their policy preferences’ (Fis-
cher 2003, p. 29). It is also at odds with the rhetoric of ‘evidence-based
policy’ so frequently used by the Blair government and thus adds weight
to Coalter’s argument regarding the mythopoeic nature of sport (Coalter
2007). Coalter (2011) sees mythopoeic concepts as based on popular and
often idealistic beliefs which are generated and maintained largely indepen-
dent of a robust evidence base and which consequently ‘isolate a particular
relationship between variables to the exclusion of others and without a
sound basis for doing so’ (Glasner 1977, pp. 2–3, quoted in Coalter 2011).
However, the relevance of institutionalism for sport policy analysis extends
beyond the support it provides for the capacity of sport to shroud itself
in a supportive mythology. Houlihan and White (2002), Pickup (1996),
Roche (1993), and Henry (2001) all identify the organisational infrastruc-
ture of UK sport as a signifi ficant variable in shaping policy. Allocation of
functional responsibility for sport among central government departments,
the role of devolved assemblies, the use of ‘arm’s-length’ agencies, and the
presence of a minister for sport are all seen as having a noticeable impact
on sport policy and its implementation.
One of the key strengths of institutionalism (as it relates to organisa-
tional arrangements and structures) is that it is a powerful corrective to
those who are too ready to ignore the significance
fi of state institutions in
the policy process. However, this insight, that state institutions matter, is in
many ways self-evident and leaves largely unanswered the more important
questions such as ‘To what extent and in what circumstances do institu-
tions matter?’ In many respects the distinctive contribution of institutional-
ism lies in the attention that it gives to ideas in the policy process and the
extent to which ideas (whether based on evidence or on myth) can become
an institutionalised constraint on policy choice. As such, institutional theo-
rising resonates with the concept of path dependency, which suggests that
‘the trajectory of change up to a certain point constrains the trajectory after
that point’ (Kay 2005, p. 553), and the notion that institutions ‘leave their
18 Sport Policy in Britain
own imprint’ (Thelen and Steinmo 1992, p. 8) by being significantfi mediat-
ing factors in the policy process. Whether the emphasis is on institutions
as organisations or as sets of values and beliefs (culture), they constitute
‘unique patterns of historical development and [impose] constraints . . . on
future choices’ (Howlett and Ramesh 1995, p. 27). Past decisions need to
be seen as institutions in relation to subsequent policy choices with path
dependency capturing the insight that ‘policy decisions accumulate over
time; a process of accretion can occur in a policy area that restricts options
for future policy-makers’ (Kay 2005, p. 558). In a narrow application of
the concept of path dependency one would argue that early decisions in a
policy area result in current policy being locked on to a particular policy
trajectory. A broader application of the concept would suggest that rather
than the next policy choice being inevitable it is more accurate to suggest
that early decisions signifificantly constrain subsequent policy options and
make policy reversal or termination progressively more difficult.
ffi
In relation to the broader conceptualisation of path dependency it has
been argued very persuasively that the welfare regimes in countries in West-
ern and Northern Europe can be divided according to historic political
traditions associated with Christian conservatism, social democracy and
neoliberalism (Esping-Andersen 1990). The strength of these traditions
explains, partly at least, the persistence of distinct approaches to welfare
at a time of intense global pressures to reduce the tax burden on business.
However, recent comparative research by Bergsgard et al. (2007) suggests
that caution is needed in assuming that welfare regime type imposes sig-
nifi
ficant constraints on policy choice and the role of the state in relation to
sport. Based on a study of countries considered to be exemplars of Esping-
Andersen’s three welfare types, the authors found only a loose association,
with the anomalies being more striking than the indicators of consistency.
The overall impression with regard to welfare state regimes and varia-
tions is that our assumptions need to be modified. fi In all four countries
voluntary sports organisations . . . still play prominent roles as organis-
ers of sports activities. However, in all four cases we also fi find that
government is strongly involved with sport. This is not only the case
in the “state friendly” social democratic welfare state of Norway. Pub-
lic policies are important for sport in the conservative welfare regime
of Germany and the liberal welfare regimes of Canada and England
(Bergsgard et al. 2007, pp. 244–245).
Whilst the Council clearly has a role to play in ensuring greater co-
ordination among sporting interests it cannot, as an adviser to Govern-
ment, simultaneously be the prime organiser of a lobby, though there
will be many occasions to share and proclaim identical views.
These limitations and weaknesses of the Sports Council did not impede it
setting its own policy agenda for sport in the 1980s. During this period, the
Sport Council published two major policy documents: Sport in the Com-
munity: The Next Ten Years (1982) and Into the Nineties: A Strategy for
Sport 1988–1993 (1988). Based on a signifi ficant body of evidence, both
policies were wide-ranging and comprehensive in covering all elements of
the ‘sports development continuum’ that was introduced in the later docu-
ment (Sports Council 1988). In so doing, the policies sat somewhat in con-
tradiction to limited sport policy aims of the government and, in the later
document, the neoliberal-orientated focus of the chairman’s own introduc-
tion (Smith 1988). It was perhaps partially for these reasons that the deputy
director general himself recognised that the government paid little heed to
either document (Coghlan 1990).
Nevertheless, it is useful to brieflfly consider the details of these policy
documents in order to inform understanding of future developments. Ini-
tially, in preparing Sport in the Community (1982), the Sports Council
had agreed that school sport was the responsibility of the Department of
Education and Science. However, by 1988, there was an identified fi decline
in extracurricular school sport due in part to the government’s wider edu-
cation policies (Holt and Tomlinson 1994), and the Sports Council (1988,
p. 61) recognised a ‘need to give further impetus to work with young people
in view of the relative lack of success in the past five years’. Young people,
alongside women, became one of the two main target groups for encour-
agement of mass participation in Into the Nineties (1988). The adoption
of these and other target groups represented recognition that there were
insuffi
fficient resources to continue the generalist ‘sport for all’ campaigns of
the 1970s (Sports Council 1982) although the desire for widespread par-
ticipation remained:
30 Sport Policy in Britain
Most important of all, there are . . . major inequalities in participation.
To use an analogy, the sports franchise has been greatly extended but
the suff
ffrage is far from universal. (Sports Council 1988)
Besides the focus on participation amongst target groups, the Sports Coun-
cil remained committed to developing performance and excellence (Holt
and Mason 2000). However, in these areas, despite some learning from
international contexts (Coghlan 1990), the Sports Council was explicit in its
desire not to follow Eastern European models of elite sport success (Sports
Council 1982; Green 2004). Incremental improvement in approaches to
developing excellence were promoted rather than any radical change to
existing systems in the United Kingdom (Sports Council 1982).
The implementation of both Sports Council strategies was recognised
to be dependent on additional government funding, which was largely not
forthcoming (Sports Council 1982, 1988). For the deputy director-general,
this represented ‘a sad commentary on the power and influence
fl of the Min-
ister for Sport, Colin Moynihan’ (Coghlan 1990, p. 224). Instead, the drive
from the minister of sport, in line with Thatcherite ideology, was for the
Sports Council to attract greater private sector investment especially in elite
sport (Moynihan 1990). Moreover, central government controls and cuts
in local government fi nance further limited the funds available for sport
and leisure provision (Coghlan 1990; Coalter 2007). The weakness of the
funding position of sport was explicitly recognised by the Sports Council in
Into the Nineties and NGBs were urged to ‘avoid becoming over-dependent
on grant aid from Government’ (1988, p. 6). An acknowledgement of the
lack of funding was perhaps responsible for the Sports Council promoting
‘an overriding theme of . . . better co-ordination and co-operation’ (1988,
p. 69) rather than an expansion of existing provision.
It is diffi
fficult to capture the special fascination of cricket. It is unique.
It has grace and charm and athleticism. . . . Above all, with occasional
lapses, cricket is played with a generosity of spirit that is refreshing, as
it is unfashionable. It is, I think, a very English game, that still encap-
sulates old values. (Major 1999, p. 23)
Given the strength of John Major’s personal passion and belief, it was hardly
surprising that these values shaped the increasing intervention in sport under-
taken by his governments (Holt and Mason 2000). Rhetorically, this influ- fl
ence was evident in early statements regarding sport made by ministers for
sport. For example, in a debate on sport in the House of Commons, the then
minister for sport argued that the government should nurture
the great British tradition of sport, which makes Britain envied through-
out the world, is that it is amateur and local. That access to sport makes
the sporting tradition of this country so unique. (Key 1992)
The strongest examples of John Major’s own personal advocacy for govern-
ment intervention based on a peculiarly traditional image of sport all came
in his forward to Sport: Raising the Game. Highlighting the nomencla-
ture of the government department created to promote his agenda in sport,
Major (1995, p. ii), for example, eulogised that
32 Sport Policy in Britain
Sport is a central part of Britain’s National Heritage. We invented the
majority of the world’s great sports. And most of those we did not
invent, we codifified and helped to popularise throughout the world.
Part of the government’s agenda for sport was thus orientated towards its
potential to contribute to a somewhat homogenous (Gilroy and Clarke
1997) vision of national identity. Again, this was espoused in John Major’s
forward (1995, p. ii):
John Major’s belief in the communal potential of sport stood in stark con-
trast to the individualism that underpinned Thatcher’s ideology, as did his
support for government intervention in sport and other cultural activities
based on the supposed benefi fits it could bring to participants. In fact, in
the forward to Sport: Raising the Game, Major placed himself in direct
opposition to Thatcher’s prioritisation of economic development as the sole
contributor to individual welfare:
I have never believed that the quality of life in Britain should revolve
simply around material success. Of equal importance, for most people,
is the availability of those things that can enrich and elevate daily life in
the worlds of the arts, leisure and sport. All too often in the past these
areas have been overlooked. It is time for change. (Major 1995, p. i)
John Major and other government ministers (e.g. Sproat 1995c) were
especially keen to laud the contribution that sport could make to the
social and moral development of children and young people (Gilroy and
Clarke 1997). It was in so doing that elements of the competitive indi-
vidualism that was central to the neoliberal ideology came to the fore to
a greater extent in Major’s rhetoric regarding sport. Perhaps in a desire
to relate to the particular audience, the following passage from Major’s
speech to the Conservative Party Central Council Meeting in 1994 is a
prime example that demonstrates some of the values he felt sport could
instil in young people:
And I also hope we’ll see more team sport back in our schools. I have
no time for those Left-wing ideologues who oppose competitive sport.
Put children together and what do you see. They run. They jump. They
fight. They compete. It is their natural instinct. We don’t help them by
hiding that away from them. Life can be tough. They need to know vic-
tory and defeat. And the sooner they learn it, the better equipped they
will be for life. (Major 1994)
John Major’s Conservative Governments 33
A similarly neoliberal view that sport could help to produce citizens capable
of fitting into and contributing to the national economy was espoused by
the then minister of sport, Ian Sproat (1995c), who spoke of the utility of
sport in creating young people suitable for recruitment to the armed forces
and fi re service. As shall be discussed further in the following sections,
neoliberal aspects were also especially prominent in the approach enacted
to achieve the government’s desired sporting objectives (Henry 2001).
From the preceding discussion, it is evident that the policy agenda set
for sport was an intensely personal one for John Major. It is notable that
besides advocating his desired agenda, Major also took an unusual inter-
est in the detail of policy as suggested by Seldon’s (1997) description of his
intimate involvement in the drafting of Sport: Raising the Game. That this
degree of prime ministerial involvement was required was in part due to the
political context in which sport policy was developed at the time. Previous
statements have demonstrated the support of ministers of sport for Major’s
sporting agenda and, perhaps more signifi ficantly and fortuitously, senior
members of his cabinet, such as Ken Clarke, David Mellor and Peter Brooke,
shared Major’s affi
ffinity with sport (Major 1999; Henry 2001; Houlihan and
White 2002). However, as Major himself recognised, his interest in pursu-
ing a sporting agenda was ‘thought to be rather quirky by some colleagues’
(Major 1999, p. 412). His offi fficial biographer also identifified that Major’s
cabinet colleagues were ‘variously indiff fferent to, amused or irritated by, his
passion for sport’ (Seldon 1997, p. 594). Importantly, Seldon (1997, p. 594)
also quoted a senior member of the civil service who described sport as ‘one
of those areas where the Whitehall machine is rather resistant and regards
it as somewhat frivolous’. Evidence for this resistance was also provided
by the minister for sport who indicated the ‘terrible battle to get [Sport:
Raising the Game] through the treacle of Whitehall . . . [as it] trespasses on
other Departments’ (Sproat 1995c). It is a measure of the powerful forces
supporting the government’s sporting agenda that the recalcitrant Depart-
ments ‘eventually saw the wisdom of our ways’ (Sproat 1995c).
Despite the need for prime ministerial impetus to drive the sport agenda
forward within an unsupportive governmental apparatus, other aspects of
the political context were supportive of John Major’s initiative, especially
around the time that Sport: Raising the Game was published. At that time,
public support for the Conservative government was low and John Major
was struggling to retain control of a party that was signifi ficantly divided,
especially over Europe. John Major was therefore able to present his sport-
ing vision strongly, and unusually, at the Conservative conference in 1994
(Hargreaves 1995) as something with which the broader party could
empathise (Houlihan 2000). Furthermore, in terms of a broader audience,
Major’s advocacy for sport was seen as a ‘clever attempt to gain popular-
ity for a flagging government by appealing to an aspect of popular culture
that most people see as innocent and benefi ficial’ (Hargreaves 1995, p. 39).
This view is supported by Gilroy and Clarke (1997, p. 22), who suggested
34 Sport Policy in Britain
that Major’s ‘focus on sport was a palliative to help draw attention away
from other more fundamentally problematic areas’. What was also nota-
ble was the lack of opposition to the vision presented in Sport: Raising
the Game. As noted by the minister for sport himself (Sproat 1995a), the
Labour party raised little objection when the policy was discussed in par-
liament. Amongst the broader sport policy community, used to the disdain
with which sport had been treated by the Thatcher government, any posi-
tive governmental impetus for sport would have been welcomed. Although
Sports Council policy was diff fferent in a number of ways from that pre-
sented in Sport: Raising the Game, as shall be explored in the following
section, for the organisation to have voiced any objection would have been
‘political suicide’ (Gilroy and Clarke 1997, p. 35).
Largely fitting within the broader agendas examined in the previous sec-
tion, sport policies during the period of John Major’s premiership increas-
ingly focused on specifi fic aspects of sport. One such signifificant policy
focus was school sport, an issue that rose to prominence due, in large
part, to perceptions that it had been in a period of decline. As noted ear-
lier in the chapter, the Sports Council had begun to raise concerns regard-
ing sport for young people while Margaret Thatcher remained in power.
Nevertheless, in Sport and Active Recreation, the Department of Educa-
tion and Science (1991) remained somewhat equivocal regarding youth
sport, noting that a decline in extracurricular activities was balanced
by an increase in opportunities for young people within the community.
However, the ‘perception that something needed to be done’ (Houlihan
and Green 2006, p. 81) about school sport increased to the point where
the narrative about decline became a signifi ficant rationale for the policy
focus accorded to school sport in Sport: Raising the Game. This narra-
tive was highlighted at the beginning of the section of Sport: Raising the
Game which was devoted to school sport:
It is serious cause for concern that sport no longer commands the place
it once did in school life. Sport has had to compete for time in an
increasingly crowded school day. . . . We are determined to reverse the
decline . . . and put sport back at the heart of school life. (DNH 1995,
pp. 6–7)
I want to make it clear that we did not mention the very important
needs of the disabled in the paper for the same reason that we did not
concentrate specififically on individual sports or matters of gender or
race. The policy statement is for people of all abilities. (Sproat 1995c)
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