Andy Reed

Chair and co-founder
@ Sports Think Tank

Andy Reed
  • Bio

Andy Reed is the Director of SajeImpact and the Sports Think Tank. Formerly the MP for Loughborough between 1997-2010. Andy has a strong association with Sport Policy having served as the Parliamentary Private Secretary to Sports Ministers and advisor to various Ministers and Sports bodies during his time in Westminster. He Chaired the Parliamentary Sports Caucus and was secretary of various All-Party Sports Groups. He introduced the 10 Minute Rule Bill paving the way for the Treasury CASC scheme for Community and Amateur Clubs & was responsible to the Prime Minister for the Labour Party 2010 sports manifesto.
He was Chair of the Sport and Recreation Alliance from 2010 to 2016 – the umbrella body for the 320 National governing bodies and associations of sport. He leads on policy and the Health agenda for the Alliance now. He is still Chairing his local Leicestershire County Sports partnership after 10 years in the role. He also sits on the Boards of Special Olympics GB, British Basketball League Foundation and Sports Chaplaincy UK. He is a Member of the RFU Rugby World Cup Legacy Group for his region.
In 2011 he established with other colleagues,the independent Sports Think Tank ( to enable the sports sector to have its own policy and evidence based Think Tank space in Westminster and Whitehall.
In 2015 he joined the Board of the Chartered Institute for the Management of Sport and Physical Activity (CIMSPA)
Outside of sport Andy also serves on the Board of the biggest Children’s international development agency – Worldvision UK.
In 2012 Andy was awarded the OBE for services to Sport and the Community in Leicestershire, after Chairing the 2012 Olympic Leicestershire Legacy Group.
In 2012 he helped launch the new International Sports Management MBA at Loughborough University Business school and teaches around the world on Sport Policy and development. He was made a visiting professor of Sport Policy and Development in 2014 at Liverpool John Moores University. He also advises the new Institute for Sports Business based at the Loughborough University in London campus on the Olympic park.
His company SajeImpact has helped a variety of sports bodies and brands to communicate their messages to policy makers, having worked with sports charities like Sports Leaders UK, the YST as well as with leading brands like Nike on their Designed to Move Campaign. Other clients have included the ASA, Sporting Equals, Sports Aid, Sports Coach UK, the LTA, the RFU and London Sport.
Andy believes sport can be used for social transofrmation and works with a wide range of sports foundations and charities – School of Hard Knocks, Leicester Tigers Foundation, British Asian Rugby Association, Asian Sports Foundation.
Andy supports a number of sport start-up sport and fitness Tech companies and works to encourage new social enterprises in sport. He works with Loughborough University Physical Activity & Public Health Research Group, based in the School of Sport, Exercise, and Health sciences.
Andy always had a passion for economic development and regeneration and joined the Leicester and Leicestershire Enterprise Partnership in 2015 to promote the economic impact of sport and to widen the understanding of the health and wellbing agenda and it economic impact on the economy.
In 2015 Andy launched the campaign for a Sport Impact Fund to widen the availability of new financing for the sport sector.
He still regularly plays rugby for Birstall RFC and the Commons & Lords XV where he has been Club President and now Hon Vice President. He advises Leicester Tigers Foundation and the British Asian Rugby Association.

  • My Previous Events

  • A New Strategy for Sport: A Change of Approach

    • 04-05-2016
    • 08:30 - 16:00
    • Pendulum Hotel & Manchester Conference Centre