Reading The Game was created by Mike Murphy who led BBC Sport’s Get Inspired & participation work, including UEFA Women’s Euros 2022, The FA People’s Cup, and Couch to 5k. He brings expertise in storytelling, fan and participation culture, and community development.

Reading The Game specialises in

  • creating the stories of why we play,

  • strategies and partnerships to reach new audiences,

  • recruitment and response campaigns, and awards management

  • making products and communities to connect people.

  • ILLUSTRATING IMPACT

    Championing the impact of sport in communities

    Events and Media

  • UNDERSTANDING THE CULTURE

    Getting closer to fan and participation culture

    Articles