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Sara Mccraight

Head of Marketing
Street League

Street League is the UK’s leading sport for employment charity on a mission to see an end to youth unemployment. The charity supports unemployed 16-24 year olds into work and training using the power of sport to engage and teach valuable work skills. The award-winning charity is focussed on supporting the young people who need the most support, with 80% (1919/2427) of participants coming from highly deprived IMD postcodes, and 72% (1751/2427) having at least one socio-economic barrier to employment. Last year, the charity supported 1553 young people from disadvantaged backgrounds into employment, education and training outcomes, which is a 21% increase on the previous year (1553/1281). Professor Fred Coalter, leading researcher for Sport for Development says: “In the expanding world of sport for employability, Street league remains the market leader. With its sport plus integrated approach to personal development and its mentoring support during the early phases of employment it provides the necessary supportive and developmental framework to facilitate access to the labour market.” As Head of Marketing, Sara’s role is to lead the organisations marketing strategy to create an industry leading youth brand which is the chosen pathway for young people to get into work, and the chosen partner for funders, employers and industry stakeholders. A key focus of the brand strategy is on ensuring youth insight is built into all aspects of the organisation, and building culture and reputation for transparency.