Sky and Kick It Out announce three-year partnership to drive inclusion in football

21 Dec 2020

By: Sport Industry Group

Kick It Out and Sky have launched a new three-year partnership that will see the pair drive for inclusion in football.

As part of the agreement, Sky says it will commit £3 million over the next three years across a ‘mix of cash and value in kind support’. The partnership will see Sky Sports use its reach to support the work of Kick it Out, committing to work on a series of educational initiatives, as well as making it easier for people to report racial abuse both online and in-stadium, and publishing annual reports on a range of issues including ‘football’s promises to diversify its workforce’.

“We are absolutely delighted to have Sky onboard as the first new strategic partner, as part of our new vision to be a galvanising hub for inclusive change in football,” said Sanjay Bhandari, Chair, Kick It Out.

“We share the same ambition to bring football together and make it a game where everyone feels that they belong. This is an enormously exciting partnership. We look forward to working together to deliver real change in the game we all love.”

Stephen van Rooyen, EVP & CEO, UK & Europe, Sky added: “Our view at Sky is that there is absolutely no place for any kind of discrimination or racism in sport. As football’s biggest partner in the UK, we want to drive change and make the national game more inclusive and truly representative of the whole country. It’s time for us to do more – and we will. We are all in – to kick it out.”

Sky Sports previously partnered with Kick It Out in October as part of the charity’s #TakeAStand initiative, which also saw it partner with Facebook, Twitter, and The FA to educate fans about racial abuse and encourage them to report it.