Club collaboration 9220 strived to develop and support its membership clubs and thus their participating children and adolescents in the following ways:

• Systematic and relationship-based recruitment and retention of members/participants/athletes.
• Systematic and relationship-based recruitment and retention of leaders, managers and coaches.
• Systematic and relationship-based development of the membership clubs as positive club development is positively correlated with the above-mentioned bullet-points.
• Improved presence and visibility of sport clubs and uniformed corps in Aalborg Øst (zip code 9220).

This was done on a continuous basis via improved visibility, presence and specific activities (and research) in relation to the collaborative partners of the membership organizations, e.g., various foundations, schools, kindergartens, recreation centers, universities and the local municipality.

Key implementers and collaborators of the project were the following membership organizations (primary stakeholders and drivers): FDF Aaborg 8 Nr. Tranders, FitnessØ, HK Star, Jam Cheerleading – Aalborg, KB 81, KFUM Spejderne Øster Uttrup, AaB 89ers, AaB af 1885, AaB Floorball, Aalborg Flyers Floorball Club, Aalborg Øst Road Runners Club and collaborative partners such as: various foundations, schools, kindergartens, recreation centers, universities and the local municipality.

The project required significant resources to complete the research on the project’s development (6 months of research from initiation over data collection, data analysis and final conclusion). In addition, there was a daily point of contact in relation to monitoring, contact with stakeholders etc.

Research (based on 470 respondents on three public schools in the area) showed that the majority of students in the area’s schools believed that the presence of Club Collaboration 9220 is positive and creates a satisfying offer of sports and leisure activities in the area.

However, this context of sports and leisure time activities is dynamic so there is a need for further research to encapsulate future development but to mirror the market area dynamics, it seems positive that AaB and this project included eSport under its umbrella. The same research also showed that approximately 70% of the respondents have participated in a leisure time activity or have been an active member of a sport club in more than a year, which seems stabile and essential. However, this does not mean that 70% of the target group are members of a sport club or a uniformed corps but the percentage in terms of membership increased from 45% to 55% since Club Collaboration 9220 was initiated.

The project required continuous research and efforts and therefore resources to sustain the positive development, also from a strategic long-term perspective.

The research provided understanding to optimize the targeting and the effect of all activities, cf. the research mentioned.

There were methodological constraints in terms of reaching some children under 4^th grade and some parents, which may be a limitation of the research associated with preparing the activities of Club Collaboration 9220.

In addition to some of the effects mentioned above, the way in which Club Collaboration 9220 elevates social responsibility and thus positive societal impact via participation in sport clubs and uniformed corps; the membership organizations teaches participants what it means to be integrated or educated through a sport club or uniformed corpse. Moreover, it elevates unity, responsibility and social discipline, while having a positive health effect.

The project was flexible and adjustable, and it supported the greater meaning and vision of the project’s vision as well as the vision of Sports Confederation of Denmark with a significant impact on the local community in Aalborg Øst.

The project was knowledge-based and innovative in the sense that it built bridges across clubs, which sometimes have competed for the same participants. It has not been done in this Danish context.

The relationship skills of the people involved were highly important.