Athletics Ireland has published its new Strategic Plan with 11 key objectives to be hit by 2024 and a further eight by 2028.

The document covers performance and participation with an Olympic medal at each of the 2024 and 2028 games one of the headline ambitions.

Broadening the base of organised athletics is a key element with targets set to raise the number of clubs to 440 and of participating members to 84,000 in 2028 from 60,000 in 2022 after society bounces back from the pandemic.

On the business side, there is a target of getting to 60 per cent of all funding being self-generated through subscriptions, race entries, sponsorship and licensing. That is currently at just below 50 per cent.

Setting the targets is one thing but building a structure to hit them is also covered with the organisation of the sport broken down into six strategic pillars of Coaching, Performance, Community, Competition, Participation and Marketing.

A focus on education is key to the community pillar with an ambition to forge stronger links between clubs and primary, secondary as well as third-level education.

The Daily Mile and Fit4Life are both referenced in the Participation pillar as well as growing the ‘Get Ireland Running’ concept, and working closely with a greater number of local authorities.

Good storytelling around the stars of the sport and embracing data and digital to deliver communication that will engage audiences are an important part of the marketing strand.

Sport for Business will be talking to CEO Hamish Adams in the next week to discuss the Strategic Plan in greater detail.

 

Athletics Ireland is among more than 30 National Governing Bodies of Sport and more than 250+ members of the Sport for Business network of sporting and business organisations working together across a number of key areas.

 

Sport for Business Partners