Sky Sports has partnered with Sporting Equals to support British South Asians in football, as part of a £30 million initiative to combat racism. The partnership includes a six-figure donation to address barriers faced especially by women in the sport. Both organizations aim to raise awareness, promote role models, and enhance community participation in football.
Sky Sports has established a partnership with Sporting Equals to enhance opportunities for British South Asians in football. This initiative is part of Sky’s £30 million investment to combat systemic racism and promote community enhancement across the UK. Sporting Equals will receive a six-figure donation as part of this year-long collaboration aimed at addressing barriers to participation and progression in the sport, especially for women.
Research indicates that South Asian women represent just 0.3% of players in the Women’s Super League, making them the least active group in the country. The collaboration focuses on raising awareness and educating the public about these challenges, working alongside various stakeholders to provide avenues for talent development and increased participation.
Jonathan Licht, Managing Director of Sky Sports, expressed pride in this partnership, stating, “Sky Sports is proud to give a platform to help inspire more opportunities for the South Asian community to get involved in football. Collectively we are striving for greater equality in sport and as Europe’s largest sports broadcaster, we’re well placed to highlight underrepresentation in the game and use our platforms to drive change in this space.”
Arun Kang OBE, Chief Executive of Sporting Equals, noted, “Sporting Equals is pleased to be partnering with Sky on this important work, which is a significant step towards engaging and celebrating South Asian communities in football… this showcasing of South Asian role models… sets out to inspire and connect with wider South Asian communities, so that they too can feel like they have a place in sport.”
Sporting Equals is a not-for-profit charity focused on promoting ethnic diversity within sports and physical activities. Its goal is to foster inclusion for under-represented communities, enhancing participation and long-term opportunities while cultivating elite talent. Sky, a leading media entity in Europe, aims to continue its investment in original content and drive positive changes in community representation and environmental sustainability.
Original Source: www.skygroup.sky
