ABSTRACT
Yet, there is much good in promoting physical activity, exercise and health through football. As the national game, and notwithstanding the massive spectatorship that it generates, it also supports extensive – if declining – levels of exercise in community settings.18 Ultimately, most people aspire to live well – whether or not this involves leading a healthy lifestyle – and to have the functional capacity to go about their daily lives. These are not incompatible goals and in many circumstances, these goals have the potential to be mediated through an active lifestyle fostered while at school. Schemes like that, established by the EPL investment, are desirable to children because they are ‘designer’ or ‘branded’, which implies that they represent an innovative approach. However, in these circumstances, the level of engagement they create may only last as long as the fashion cycle. Yet, to support inactive individuals in becoming more active, it is helpful to think more of a ‘perpetual purchase’, rather than encouraging the pursuit of the latest trend. To do this, we need to establish effectiveness and determine the possible effects of taking action or not. In the long run, there will always be a little bit of uncertainty because there are some processes that we don’t fully understand, but we measure scientific progress by our ability to reduce the uncertainty and by that yardstick, there is plenty of room for improvement.
