By Emily Robinson, Chief Executive at London Sport

Walk around any estate, park or public space in London and you’ll likely come across them—those small, unassuming metal signs that read “No Ball Games”.

For decades, they’ve quietly shaped the way Londoners, especially children and young people, experience their local environment. These signs send a clear, restrictive message: play isn’t welcome here.

I’m proud to say that London Sport is challenging that message.

London Sport, in partnership with Saatchi & Saatchi, has launched the More Ball Games campaign—a bold, new effort to replace the barriers to movement with invitations to play. This isn’t just about signs – it’s about what they represent. It’s about reclaiming public spaces for activity, for joy, and for healthier and happier lives.

Why More Ball Games matters

The goal of More Ball Games is simple but powerful: to make it easier for all Londoners—regardless of age, background or postcode—to be active in the spaces around them. That starts with removing outdated and unnecessary restrictions, like the 7,000+ No Ball Games signs still standing across our city.

These signs don’t just discourage play; they send a broader message that sport and physical activity aren’t for everyone, or that they belong only in certain places. But movement shouldn’t be limited to gyms, pitches or leisure centres. It should be woven into the everyday life of our city—on streets, in courtyards and across green spaces.

Our partnership with Saatchi & Saatchi is helping bring this message to life with striking visual campaigns and community-led activations that are already sparking national attention.

Breaking down barriers, building up opportunity

At London Sport, our mission is to support inactive Londoners in deprived communities to move more. That means confronting the barriers and inequalities that stop people from moving more. These range from structural, social and psychological barriers. For some, it’s financial; for others, it’s about safety, confidence or simply a lack of time and nearby facilities. But for too many, especially those living in underserved communities, the problem is environmental: a lack of welcoming, inclusive spaces to be active.

More Ball Games is part of a broader push to reverse this—to take away the No and replace it with Yes. Yes to football in the square. Yes to kids playing catch in the estate courtyard. Yes to joy, freedom and connection through movement.

What comes next?

We know that removing a sign doesn’t instantly create a more active London—but it’s a powerful symbol that can kick things off. As we continue this campaign, we’re working with local authorities, housing associations, community leaders and young people to reimagine what public space can be. We’re supporting hyperlocal initiatives that turn unused corners into places for play and activity.

This campaign is just one of many ways London Sport is driving change. From our work on active travel and inclusive sport programmes, to our support for grassroots organisations and digital innovation, we’re here to create a London where everyone can move more.

Join us

Whether you’re a parent, a policymaker or just someone who remembers the joy of kicking a ball around after school, we invite you to be part of this movement. Visit londonsport.org/moreballgames to learn more and see how you can get involved.

You can also sign our petition here.

In a city as vibrant and diverse as London, no one should be told that movement isn’t for them. Let’s say yes to activity. Yes to health. Yes to More Ball Games.