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