A poignant poem recognising the contribution of seven inspirational people to sport has been revealed at four sporting locations across the UK, as part of The National Lottery’s 30th birthday celebrations.

Created by world-renowned Scottish contemporary artist and poet Robert Montgomery, the moving work titled ‘It’s Not About Winning’ marks 30 years of The National Lottery and its support of UK sport and was unveiled by broadcaster Clare Balding with a dramatic reading.

Each verse of the poem highlights the unique journey and passion of one of the seven individuals to recognise their extraordinary impact on both grassroots and elite level sport with the help of National Lottery players who raise £30 million every week for good causes.

The poem was unveiled through a series of imaginative installations in the dressing rooms at Wembley Stadium, outside the Principality Stadium, floating on water at the pool at the University of Stirling and on the canvas of a boxing ring the Ulster Boxing High Performance Centre in Ulster University Sports Village, home to The Sport Northern Ireland Institute.

(Image: PA)

The seven ‘Game Changers’ who inspired the artwork are:

  • Baroness Sue Campbell, former FA Women's Football Director who transformed women’s and girls’ football in England. During her tenure, The FA redesigned talent pathways, oversaw seismic growth of the domestic leagues, championed grassroots football, and the Lionesses achieved historic success winning the EURO in 2022 and reaching the team’s first ever World Cup final.
  • Dame Sarah Storey, ParalympicsGB’s most successful Paralympian, winning 30 medals across swimming and cycling.
  • Paul Sinton-Hewitt CBE, founder of parkrun, a global phenomenon with more than nine million runners participating in local 5k runs worldwide.
  • Alice Dearing, the first black woman to compete for Team GB at the Olympics in swimming and co-founder of the Black Swimming Association which aims to ensure that black and ethnic minority communities have equal access to aquatics. 
  • Stephen Jones,  head coach and chairman at North Wales Crusaders Wheelchair Rugby League & Disability Sports Clubs  who transformed the sport and made rugby accessible to all, producing 16 international players.
  • Damian Kennedy, the boxing coach that led the Northern Ireland boxing team to a record-breaking 2022 Commonwealth Games and was part of Team Ireland’s Paris 2024 Olympic success.
  • Steven Tigg, a huge force for swimming in the UK, the Stirling-based Olympic swimming coach who sent eight Olympians, including Duncan Scott, to the 2024 Paris Olympics.

As a legendary broadcaster and one of the most recognisable faces on our TV screens for championing UK sporting achievements, Clare Balding delivered a powerful reading of the poem and has joined The National Lottery in celebrating and congratulating the Game Changers and drawing attention to the thousands of projects supported by UK Sport, Sport England, Sport Northern Ireland, sportscotland and Sport Wales.

Clare Balding said: “Sport is about so much more than winning a gold medal, it’s about the impact it has on our lives. That’s why I’m honoured to be a part of championing these seven outstanding people who have truly changed the game in their sports and communities. Sport unites people across borders, bridges divides, and ignites the human spirit, reminding us that through perseverance, teamwork, and passion, we can achieve greatness beyond the limits we once believed impossible. The Game Changers exemplify the transformative power of sport – and the role The National Lottery has played in making their achievements possible has been vital.”

Sally Munday, Chief Executive, UK Sport added: “The National Lottery’s 30th Birthday is a significant milestone, and an opportunity to reflect on all that has been achieved over the past three decades. The National Lottery funding, alongside government funding, has transformed British Olympic and Paralympic sport and has supported our athletes in having the right training environment and facilities and access to the best support staff and coaches. It has also played a key role in establishing the UK as one of the top nations in the world for hosting sports events.

“Here at UK Sport, we believe in the power of sport to have a positive impact on individuals and on society. The Game Changers epitomise the power of sport and we are proud to honour their remarkable achievements, so beautifully reflected in Robert Montgomery’s poem.”

Chair of Sport England, Chris Boardman, said: “For the last 30 years, the National Lottery has been transformative for grassroots sport and physical activity.

“By investing National Lottery funding, we’ve been able to improve vital facilities and fund projects in communities all over the country, giving more people the opportunity to enjoy the physical, mental and social benefits of being active.

“Every single one of the 30 Game Changers has played their part in our mission, and it is brilliant to see them honoured through Robert Montgomery’s inspirational words”.

(Image: PA)

To mark the 30th anniversary of the first draw in 1994, The National Lottery is celebrating 30 inspirational people - Game Changers - who have achieved amazing things across the UK in the last 30 years, with the help of National Lottery funding.

The Game Changers were nominated by members of the public and selected by a panel composed of members of The National Lottery family and partners.

28 Game Changers will be revealed in September and October at four installations which will focus on an area of National Lottery funding including, the arts & film, heritage, sport and community.

The final two Game Changers will be announced on The National Lottery’s New Year’s Eve Big Bash scheduled for broadcast on ITV on 31 December.

The seven sport Game Changers announced today were selected as examples of dedicated, inspiring, high achieving individuals who have had a transformative impact on their sport, and a transformative impact on their wider communities and society.

For 30 years, money raised by National Lottery players has helped create extraordinary sporting moments that have inspired the nation and helped to transform lives and communities through physical activity and the power of sport.

Since 1994, more than £8.2bn has been awarded to support elite and grassroots sport projects across the UK.

Providing vital funding into elite and grassroots sport, National Lottery players support our Olympic and Paralympic athletes to live their dreams and make the nation proud, as well as providing more opportunities for people to take part in sport.  

For the last 30 years no one has done more to change the game in the UK than National Lottery players. But we are just getting started, could National Lottery funding make you the next Game Changer in your community? Find out more here: https://www.lotterygoodcauses.org.uk/gamechangers