Connecting Communities Through Sport

What if the best way to build trust with your tenants was not a repairs satisfaction survey or a contact centre call - but a seat at a football match?

In episode 227 of the Social Housing Round Table, part of the Customer and Community stream, Matt Baird is joined by Kevin Hornsby, Executive Director of Customer and Communities at Ongo, to explore one of the more refreshingly different conversations the Round Table has hosted this year.

Ongo, a housing association managing around 12,000 properties primarily across North Lincolnshire, invests over £1.1 million every year into community-based outcomes. A couple of years ago, a LinkedIn connection sparked a conversation with Scunthorpe United that has since grown into a network of sport partnerships - with Scunthorpe United, Grimsby Town, Lincoln City, and Doncaster Rovers - giving tenants free access to football and rugby matches through a ballot system. Over 2,300 tickets have been given away so far.

But this conversation goes well beyond the logistics of sports sponsorship. Kevin talks honestly about the unexpected ways these partnerships have started to shift something harder to measure - trust. For tenants who have repeatedly been let down, who have learned not to believe things will actually happen, turning up with a ticket and making sure they have a good day out is, as Matt puts it, a stepping stone. A small one, perhaps. But for some people, a significant one.

The session also covers how to get started, how to measure impact beyond ticket numbers, the importance of being willing to walk away from partnerships that do not feel right, and why a conversation at a football ground lands very differently to one on someone's doorstep.

Big thank you to ASB App and Alertacall Ltd for sponsoring The Social Housing Round Table, without them, none of this would be possible.