London Sport has partnered with advertising agency Saatchi & Saatchi to launch the ‘More Ball Games’ campaign, looking to unlock sport, play and physical activity for all.

The campaign aims to lobby policymakers to take urgent action to remove outdated and restrictive ‘No Ball Games’ signs that stifle play, physical activity, and community connection across London and England. This will ensure that children and young people—regardless of their background, household income or postcode—have access to free spaces where they can play, move, and be active close to home.

 The facts 📊:
⚠️ Over half of young Londoners don’t meet recommended activity levels, with lower-income communities disproportionately impacted by restricted access to sport, play and physical activity.

⚠️ Over 7,000 ‘No Ball Games’ signs remain across London alone — limiting play, movement, and opportunity for over 560,000 children and young people in the capital!  

⚠️ Every ‘No Ball Games’ sign removed helps 80 children be more active and play outside.

This isn’t just about sport – it’s about tackling individual and systemic barriers to physical activity and play. Removing these signs is just the first step. We must drive a culture shift that places play, sport and movement at the heart of healthy childhoods, thriving communities, and public wellbeing. Play is not a luxury—it is a necessity for every child’s development, happiness, and future success.

ACTION NEEDED

We are calling on policymakers and decision-makers in London and the UK, local authorities and housing associations to take down ‘No Ball Games’ signs, reimagine public spaces, and engage in the debate and commit to removing systemic barriers.