Insight: Are we finally starting to see Starmer’s plans for sport?

Are we finally starting to see Starmer’s plans for sport?


The last few weeks have been positive when it comes to investment in sport in the UK. But it’s a long-time coming. 


It’s been a rocky time for the Prime Minister, as he ends his first year in office in somewhat of a crisis. Considering this, it’s fair to acknowledge that there’s broader political issues and concerns for the PM to address in his early stages in office, but we’re starting to see that sport is on the mind of this government. 


In the build-up to the election, we saw Starmer’s campaign involve a significant sporting focus, regularly seen at professional and community sporting events, the Labour Society For Sport playing a big role and hosting events. Then, the manifesto raised concerns - somewhat underwhelming, jarring from the potential we saw during his campaign trail. 


Then relative silence, until now. Give or take. It’s also worth noting that the Labour Society for Sport posted for the first time in eight months on its website, the other day – timely, perhaps? 


The other week, PM met with England’s Lionesses ahead of their attempt at retaining their Euros title. However, this proved to be more than just a get-together with well-wishing, there was purpose behind it. 


A new approach to PE and school sport was announced, with new School Sport Partnerships and a new Enrichment Framework for schools, designed to ensure all young people have equal access to high-quality sport and extracurricular activity. The PM’s office stated that schools will have a new framework, including a clear focus on equal access and two hours per week of physical education. 


It's a positive step in the right direction, for sure, to ensure that more children have access to the benefits of sport and play. Especially as, still, we’re seeing less than 50% of children across the UK meet the minimum required activity levels. It’s a consistent issue, yet this commitment could potentially be a major first step in the right direction. 


The same week, the government pledged £900m on major sporting events and grassroots facilities, as part of a ‘transformational’ investment. Over half going to supporting major events, ranging across confirmed events and potential future UK-hosted events. 


A minimum of £400m of this is being committed to new and upgraded grassroots sports facilities over the next four years. 


June’s been a busy and expensive month – but it’s been a long time coming. Why now? 


Shadow Secretary of State for Culture, Media and Sport Stuart Andrew has warned to be cautious of optimism and recognise the wider challenges: “Funding for major sporting events and grassroots sport is welcome – but the Spending Review was no boon for British sports.


"[Chancellor] Rachel Reeves' tax hikes are forcing schools to sell playing fields and driving up business rates for stadiums. At the same time, Labour have scrapped the Opening Schools Facilities fund and the National Citizen Service – depriving young people of sporting opportunities."


These announcements could well be seen as a bit of much needed good news after a turbulent start to his tenure for the PM. Regardless, it’s needed and finally we are starting to see some of that pre-election enthusiasm for sport. We know what sport can do, let’s make sure it’s there for all. 


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Sport and impact focused PR and communications agency, New Reach, has renewed its partnership with Hampshire Cricket and the iconic Utilita Bowl for a fourth consecutive year. This continued collaboration underscores New Reach’s commitment to delivering exceptional PR and media relations that has amplified profile for the club and venue, alike. Since 2022, New Reach has worked closely with Hampshire Cricket to deliver strategic media relations, innovative campaigns, and impactful storytelling that showcase the club’s achievements both on and off the pitch. New Reach has led PR campaigns including the historic solar project in partnership with Utilita, established new and improved relationships with media brands, driven global announcements and managed key media moments including media days, the signing of cricketing icon Ellyse Perry and the club’s acquisition by GMR Group. Throughout 2026, New Reach will closely align with a new-look team at Utilita Bowl, delivering PR strategy across key moments inside and out of cricket. This will include The Hundred in its new format, the stadium’s 25 year anniversary, positioning the club and venue as leaders across T20, women’s and international cricket, ongoing cricket and regional media engagement, celebrating impact in the community and placing the club’s leaders at the heart of the industry. Nick Rewcastle, Managing Director at New Reach, commented: “We’re thrilled to extend our partnership with Hampshire Cricket for another year. Utilita Bowl is one of the most exciting venues in global sport and entertainment, and we look forward to continuing to help Hampshire Cricket and the venue tell its story and connect with audiences in meaningful ways. “Every year is an exciting year at Utilita Bowl, and we’ve enjoyed working across such a variety of powerful projects and initiatives. 2026 is set to continue in that trajectory, but with some new faces internally at the club and the first full year of new ownership. We’re truly looking forward to backing the Rose and Crown again this year.” Jonathan Peace, Head of Brand, Digital and Marketing at Utilita Bowl added: “New Reach has been an invaluable partner in elevating our communications strategy. Their expertise and creativity have helped us build stronger relationships with fans and media alike, and we’re excited to see what we can achieve together in 2026.” With deep-rooted expertise in sport, media and events, New Reach crafts tailored campaigns across PR, social media and video that inspire action and create lasting impact. New Reach’s commitment to transparency and authenticity drives everything the agency does, with partnerships going beyond business; ensuring every collaboration is rooted in integrity, trust, and a shared purpose. New Reach will not compromise trust, morals or rules to profit.
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Sport and impact focused PR and communications agency, New Reach, has renewed its partnership with Hampshire Cricket and the iconic Utilita Bowl for a fourth consecutive year. This continued collaboration underscores New Reach’s commitment to delivering exceptional PR and media relations that has amplified profile for the club and venue, alike. Since 2022, New Reach has worked closely with Hampshire Cricket to deliver strategic media relations, innovative campaigns, and impactful storytelling that showcase the club’s achievements both on and off the pitch. New Reach has led PR campaigns including the historic solar project in partnership with Utilita, established new and improved relationships with media brands, driven global announcements and managed key media moments including media days, the signing of cricketing icon Ellyse Perry and the club’s acquisition by GMR Group. Throughout 2026, New Reach will closely align with a new-look team at Utilita Bowl, delivering PR strategy across key moments inside and out of cricket. This will include The Hundred in its new format, the stadium’s 25 year anniversary, positioning the club and venue as leaders across T20, women’s and international cricket, ongoing cricket and regional media engagement, celebrating impact in the community and placing the club’s leaders at the heart of the industry. Nick Rewcastle, Managing Director at New Reach, commented: “We’re thrilled to extend our partnership with Hampshire Cricket for another year. Utilita Bowl is one of the most exciting venues in global sport and entertainment, and we look forward to continuing to help Hampshire Cricket and the venue tell its story and connect with audiences in meaningful ways. “Every year is an exciting year at Utilita Bowl, and we’ve enjoyed working across such a variety of powerful projects and initiatives. 2026 is set to continue in that trajectory, but with some new faces internally at the club and the first full year of new ownership. We’re truly looking forward to backing the Rose and Crown again this year.” Jonathan Peace, Head of Brand, Digital and Marketing at Utilita Bowl added: “New Reach has been an invaluable partner in elevating our communications strategy. Their expertise and creativity have helped us build stronger relationships with fans and media alike, and we’re excited to see what we can achieve together in 2026.” With deep-rooted expertise in sport, media and events, New Reach crafts tailored campaigns across PR, social media and video that inspire action and create lasting impact. New Reach’s commitment to transparency and authenticity drives everything the agency does, with partnerships going beyond business; ensuring every collaboration is rooted in integrity, trust, and a shared purpose. New Reach will not compromise trust, morals or rules to profit.
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