Sky Sports announces a partnership with Sporting Equals, committing to enhance opportunities for British South Asians in football amid a broader £30 million initiative against systemic racism. This collaboration targets under-representation, especially of South Asian women in sports, and aims to raise awareness, promote role models, and educate organizations on the talent within South Asian communities.
Sky Sports has partnered with Sporting Equals to promote opportunities for British South Asians in football. This initiative is part of Sky’s £30 million commitment to combat systemic racism and enhance community engagement across the UK. As part of the 12-month partnership, Sporting Equals will receive a six-figure donation to support its goals.
The collaboration aims to address under-representation in sports, especially for South Asian women, who currently make up only 0.3% of players in the Women’s Super League. Data suggest that South Asian women are the least active demographic in the UK, highlighting the barriers they face in sports participation.
Sky and Sporting Equals will work together to raise awareness and educate the public on these issues while collaborating with various stakeholders to create new opportunities for aspiring talent. This partnership aims to inspire greater involvement in football and advocate for equality across sports.
Jonathan Licht, Managing Director of Sky Sports, emphasized the importance of this partnership in elevating representation within sports and making a meaningful impact on audience engagement. He noted the role of Sky Sports News in advocating for these issues over the past year, and the collaboration with Sporting Equals represents an extension of this commitment.
Arun Kang OBE, Chief Executive of Sporting Equals, expressed enthusiasm for partnering with Sky to engage South Asian communities in football. He highlighted the need to dispel negative stereotypes and promote role models in football, especially among South Asian females, to inspire future generations of players and coaches.
Kang also emphasized the initiative’s goal to educate football organizations about the talent present in South Asian communities, challenging preconceived notions about their abilities. This partnership with Sky aims to showcase the true capabilities of South Asians in football and foster a more inclusive environment.
Sporting Equals is a charity committed to promoting ethnic diversity in sports and physical activities, seeking to improve participation and health outcomes for underrepresented communities. Their mission aids in fostering elite-level talent through sustainable inclusion practices, thereby enhancing the overall landscape of sports in the UK.
Sky, as a leading media and entertainment company, strives to connect audiences through exceptional content and innovative services. They are committed to being the first net zero carbon entertainment company in Europe by 2030, focusing on diversity and inclusion initiatives, as well as addressing racial injustice with a dedicated investment of £30 million over the next three years.
Original Source: www.skygroup.sky
