Learn how the Be Inspired newsletter uses partnerships to turn Olympic legacy into practical offers to watch, play and volunteer across the UK
The Be Inspired newsletter is a purpose-built communications programme designed to put people at the centre of sport activity. Created in partnership with UK Sport, the initiative was launched to capture the energy and civic momentum around the London Olympic and Paralympic Games.
Rather than simply reporting results, the project set out to translate large-scale event enthusiasm into everyday participation, giving readers concrete ways to connect with local and national sporting opportunities. From the outset the newsletter has aimed to be both a practical resource and a rallying point for anyone curious about getting involved in sport.
Over time the audience has expanded considerably: the newsletter now reaches more than 1.3 million active subscribers across the UK. Subscribers receive tailored messages that promote ways to watch live events, play recreational or organised sport, and volunteer at community and national levels.
For clarity, the term active subscriber refers to recipients who have engaged with the publication within recent communications cycles, demonstrating ongoing interest in the content and opportunities presented.
How the newsletter operates
At its core the programme combines editorial curation with partnership-driven offers. Working closely with partners across the sporting ecosystem, the editorial team sources exclusive opportunities and packages for readers. The newsletter uses audience insight to prioritise content, matching local offers with readers’ interests and past engagement. This approach blends storytelling with logistics: articles provide context about events while accompanying links and sign-up calls make it simple to act. The model treats each message as both inspiration and an invitation, emphasising accessibility and clarity so recipients can move from reading to participating.
Offers and audience engagement
Subscribers receive a mix of invitations, from discounted spectator tickets to community coaching sessions and formal volunteering roles at events. The content strategy leans on exclusivity—limited allocations, early-bird booking windows and partner-only training sessions—to encourage prompt responses. Behind the scenes, segmentation and preference data let the team highlight the most relevant opportunities for each reader. By combining targeted offers with clear instructions and sign-up links, the newsletter reduces friction and increases the likelihood that recipients will convert interest into action.
Impact and origins
The idea for the newsletter was seeded by the desire to sustain the legacy of a major multi-sport occasion. Established in 2013, the initiative aimed to convert the cultural surge around the London Olympic and Paralympic Games into continuing participation. Since then, the publication has grown both in scale and in remit, evolving from a simple bulletin into a multi-channel engagement tool. Its impact is measurable not only in subscriber numbers but in the volume of people who take part in community programmes, attend events or volunteer—the tangible outcomes the scheme was designed to encourage.
Why the programme matters
Beyond audience size, the newsletter functions as a bridge between national strategy and local action. By partnering with organisations that deliver coaching, fixtures and volunteering opportunities, the publication helps translate policy aims into lived experiences for individuals and neighbourhoods. The combination of a large distribution list and focused, actionable content means the newsletter can accelerate recruitment for events and programmes, support grassroots growth and sustain public interest in sport long after headline competitions have ended.
How to join and what to expect
Signing up is straightforward: prospective readers can register via partner pages and official channels to receive regular updates. New subscribers should expect clear, concise messaging that highlights the watch, play and volunteer pathways available to them, often with links to sign-up forms or booking pages. The tone remains practical and encouraging, aimed at demystifying participation and providing immediate next steps. Over time, readers who engage regularly will see offers tailored to their interests and location, creating a personalised route into the world of sport.
In short, the Be Inspired newsletter has become a durable tool for expanding participation. Backed by UK Sport and born out of the 2013 Olympic momentum, it continues to connect millions with real opportunities to watch, play and volunteer. For anyone looking to move from curiosity to involvement, the newsletter offers a dependable source of curated invitations and practical guidance to make sport more accessible across the UK.
