We recently had the pleasure of working with the Salford Red Devils leadership team alongside Turn up the Value to help them reflect on their social value, vision, direction and key partnerships both current and future.

The session took place amidst a week of off field activity, including a statement surrounding uncertain stadium ownership and also a celebration of the club’s 150 year existence.

What impressed us the most about the club is the amount of work that goes on behind the scenes to deliver not just the rugby, but the vital connections that give purpose, belonging and pride amongst supporters of all ages and backgrounds.

Salford are the first Super League Team – and one of the first sporting clubs – to recognise the long term value of being community owned. Supporters are invested for other reasons than financial and will always have the club’s best interests at heart. The club has had one successful fundraise and we’re very excited to see this develop further.

Sport has a terrific way of uniting generations which has never been more important in this digitally dominating era. A conversation had before during, or after a game could make a life changing difference. A match altering moment that inspires participation. The presence now of girls, women’s and disability teams opening up a sport to more people than ever before.

There’s also a growing crowd of people, like students and those in neighbouring local authorities attracted by the values of hardworking, entertaining competitive sport and dare I say it not too much VAR nonsense.

With clubs like Salford there are stories that need to be told and impacts that need to be shared.

Upcoming activity will certainly create more interest in the club. Just like the game itself, conversions are key.