Club Collaboration 9220 is a collaboration between 11 (association) sport clubs and uniformed corps (e.g. boy and girl scouts) in Aalborg Øst, a city inhabited by less privileged families and people. Aalborg Boldspilklub af 1885 (AaB) is the flagship club in this area. AaB joined forces with other clubs and uniformed corps in this area to implement the shared vision of creating active and healthy (e.g., physically, mentally, and socially) leisure time activities for children young people. These sports and leisure time activities were facilitated by the members of Club Collaboration 9220, e.g., AaB’s football department, HK Star’s handball department or AaB’s American football department.
In addition to the 11 members/partners in Club Collaboration 9220, the project included collaboration with various foundations, kindergartens, recreation centers, schools, universities, and the local municipality (i.e., Aalborg Kommune in Danish).
The initiative focused on children and young people and encouraged them to be members of at least one club or uniformed corps. Research has proven the importance for the well-being and development of children and young people as an active member of a sport club or uniformed corps. Club Collaboration 9220 supported the membership development in the respective member clubs.
This project supported the basis of collaboration between the Club Collaboration 9220 and the leisure time activities in the area, especially the collaboration with important institutions such as various foundations, kindergartens, recreation centers, schools, universities and the local municipality (i.e., Aalborg Kommune in Danish). The Sports Confederation of Denmark set a target in which 75% of the population should be physically active and 50% of the population should be members of a sports club by 2025. The target increases and enhances participation in sports and healthy leisure time activities. This reflects positive societal development. The project leverages social responsibility and its associated unique advantages, e.g., the project helped the target group in areas of health, positive social communities, integration and ‘general education’, while building bridges to research indicating that enhanced presence of sport clubs in less privileged areas motivates to volunteerism, leadership and positive membership development.
Since the launch of the project, the percentage in terms of membership in the sport clubs or the uniformed corps increased from 45% to 55% since Club Collaboration 9220 was initiated. The obtained understanding of the target group’s sport and leisure time habits, interests and membership activity has helped to specify the membership organizations’ offerings. Thus, understanding is a path to effectiveness in reaching objectives.