Sky Sports partners with Sporting Equals to promote British South Asian talent in football, as part of a £30 million initiative against systemic racism. The 12-month collaboration focuses on increasing participation among South Asian women, who currently represent only 0.3% of players in the Women’s Super League, by addressing stereotypes and creating greater opportunities.
Sky Sports has announced a partnership with Sporting Equals aimed at increasing opportunities for British South Asians in football. This initiative is a part of Sky’s £30 million effort to combat systemic racism across the UK, involving a significant support donation to Sporting Equals over an initial 12-month period.
The collaboration seeks to address under-representation within the sport, particularly among South Asian women, who are notably the least active demographic in the country. According to surveys, a mere 0.3% of players in the Women’s Super League come from this community.
Together, Sky and Sporting Equals plan to raise awareness and provide education about South Asian talent in football. They will work with various stakeholders to create opportunities that facilitate greater participation and progression for individuals from this community.
Jonathan Licht, Managing Director of Sky Sports, expressed pride in the partnership, stating that it will help inspire South Asian communities to get involved in football. He emphasized the need to address underrepresentation and foster equality within the sport.
Sporting Equals Chief Executive Arun Kang OBE highlighted the importance of showcasing South Asian role models to counter outdated stereotypes and encourage engagement from younger generations. By presenting ambassadors, especially South Asian women, they aim to facilitate access to elite athletic pathways.
The partnership also aims to educate football organizations about the talents present in South Asian communities and challenge preconceived notions regarding their abilities in the sport. Through this collaboration, they hope to positively impact inclusion in football.
The partnership between Sky Sports and Sporting Equals marks a significant step towards improving representation of British South Asians in football, particularly among women. With a commitment to get more individuals from this demographic involved in the sport, both organizations aim to address barriers and stereotypes while highlighting the potential of South Asian talent.
Original Source: www.skygroup.sky
