Active Moreland club endorsement

The Active Moreland Standard is a set criterion that has been developed in consultation with state sporting associations, sports clubs and council officers.

Current best practice programs, such as VicHealth’s ‘Everyone Wins’ framework, have also been used to help develop the standard.

Why the standard

The development of the Active Moreland brand means that Council are better able to promote ‘welcoming and inclusive’ opportunities to the Moreland community. The brand conveys a message that sport or physical activity opportunities endorsed by the brand will most likely provide a positive experience for new participants.

Research undertaken by Council show’s that people are not aware of the opportunities that exist and when they do know of an opportunity, often it is difficult for people to take the next step.

This is especially so for population groups who face disadvantage. Barriers experienced by people in the past, often leads to a reluctance to try and connect again.

Council wants to support our clubs to get more members and one way we can do that is to endorse their activities and the club. Clubs can build on the promotion and credibility Active Moreland will have.

In order to protect the brand, we need to ensure the clubs we are endorsing are, in fact, being inclusive and welcoming. To be an inclusive and welcoming club, we believe there are certain things that all successful clubs do.

What does inclusive and welcoming mean?

It means that systems, processes and environments are developed or adapted to ensure people are encouraged to get involved. Practices are in line with universal design principles and social inclusion philosophies. Barriers (including perceived ones) are removed or reduced, ensuring everyone is able to get involved. By focussing on population groups that are least likely to participate, barriers to participation are removed for all people.

Being inclusive and welcoming also requires proactive strategies that enable participation and services that support and encourage participation. Often, physical activity providers will say “anyone can get involved in our activity” although, if people are not actually invited to participate, the image of being inclusive and welcoming may be seen as just a facade.

Active Moreland actively seeks out, encourages and supports lifelong participation. Everyone is made to feel welcome.

What successful clubs do

In essence a good club is well governed, meets both Council and SSA requirements, and has qualified coaches and officials. Additionally successful clubs make a concerted effort to welcome and include all people within their clubs.  They do this by offering entry level participation opportunities, support to get involved, population specific opportunities, and are flexible in their systems and processes to ensure any barriers to participation are removed.

What is endorsement?

Endorsement is:

  • recognition that the club has committed to being inclusive and welcoming of all people, and
  • permitted use of the ‘endorsed by’ Active Moreland logo.

Endorsement is not:

  • providing funding for activites
  • planning, implementing or evaluating events or initiatives, or
  • providing insurance cover or indemnity for event or initiatives.

Why seek Active Moreland endorsement

  • heighten the credibility of the club
  • recognition
  • priority listing on the Active Moreland website
  • acknowledgement from Council that you are doing the right thing – therefore access to grounds, grants and other support is much more likely
  • use of the ‘endorsed by’ Active Moreland logo to promote your activities, and
  • access to a range of promotional template. 

How to get endorsed

Clubs must meet the Active Moreland Standard in order to be eligible to be an Active Moreland Endorsed club.


  • An assessment is undertaken annually at the time of ground applications or annual lease requirements.
  • Active Moreland endorsement can be removed at any time at Council’s discretion.
  • A contract needs to be developed to ensure logo use, and other requirements are met.
  • Random checks – mystery shopper program – will be implemented to ensure the clubs are achieving what they say they are doing.
  • Communication with State Sporting Associations to ensure clubs are compliant with SSA requirements.

Apply for Active Moreland endorsement

Active Moreland Standard resources to help you achieve endorsement.