Welsh football to lead the way in measuring sport’s true impact

TTB Sport, in collaboration with GIST Impact, has announced a new five-year partnership with the Cymru Football Foundation (CFF) that will transform how the health, wellbeing, and economic impact of football facilities is understood and acted upon across Wales.

The collaboration will support CFF’s ambition that every community in Wales has access to high-quality football facilities within a 15-minute travel time. By bringing together CFF’s vision and TTB Sport’s specialist impact technology, the partnership aims to create one of the most comprehensive pictures of football’s contribution to society anywhere in the world and support CFF’s ambition to become Wales’ most impactful sporting charity by 2030.

At the heart of the programme is xi (eXpected Impact), TTB Sport’s proprietary social value platform - built in partnership with GIST Impact, which will help CFF measure, benchmark, and maximise the impact of investments in pitches, clubhouses, and community hubs across all 22 Local Authority areas. Over five years, xi will provide real-time impact intelligence to CFF, enabling smarter decisions on where and how to invest, and helping to make every pound of funding work harder for people and places in Wales.

xi is a purpose-built social value calculator and impact management platform, developed by TTB Sport in partnership with GIST Impact. It quantifies sport’s financial and non-financial contribution to society, translating outcomes into credible, decision-ready insight for rights holders, funders, and delivery partners.