Sky Sports and Kick It Out have renewed their partnership for another year, marking the fifth consecutive year of collaboration aimed at promoting inclusivity in football. The renewed agreement includes a substantial £1 million investment to combat discrimination across all levels of the sport and create career opportunities for individuals from underprivileged backgrounds. Funded through Sky Sports' £30 million commitment to address structural inequality, this investment underscores both organizations' dedication to fostering an inclusive football environment.
The partnership has been pivotal in supporting several initiatives, including 'The Edit', a digital and media literacy skills program for young people. This initiative has successfully reached over 40,000 students from 646 schools in the UK and Ireland, equipping them with essential skills for the future.
"Sky is the unrivalled home of domestic football, working hand-in-hand with our partners in both the men's and women's game." – Jonathan Licht, managing director of Sky Sports
In addition to 'The Edit', the partnership has played an instrumental role in advancing Kick It Out's digital learning platform, The Academy. This platform has delivered educational content on equality, diversity, and inclusivity to over 3,600 individuals, furthering the cause of awareness and education in these critical areas. Moreover, the 'Raise Your Game' initiative continues to provide invaluable career opportunities for underrepresented communities within the football industry.
Sky Sports presenters Bela Shah and Dharmesh Sheth shared their personal experiences during a media-focused event at UCFB's Wembley campus, further highlighting the impact of these initiatives. Chris Reidy and Danyal Khan also contributed by conducting a workshop for over 100 motivated delegates, emphasizing practical applications of inclusion in media and sports.
The partnership's support extends to the University of Liverpool Management School's joint scholarship program, offering students from underrepresented backgrounds the chance to earn an MBA in Football Industries. This program has been instrumental in the success of various businesses initiated by its graduates, including Christina Taylor's venture aimed at enhancing representation in media and sports. Taylor recently secured a £150,000 investment for her business, showcasing the tangible impact of this scholarship program.
"It's a really exciting partnership which is going into its fifth year, which is absolutely superb. And I think it reinforces both organisations' desire and commitment to tackle discrimination in football and make it more inclusive and more welcoming." – Samuel Okafor, Kick It Out CEO
Additionally, Sky Sports presenter Kelly Cates, alongside Jobi McAnuff and Sue Smith, lent their support to the 'Kick Sexism Out' campaign in 2024. This campaign specifically targets misogyny in football, reinforcing the partnership's comprehensive approach to addressing various forms of discrimination within the sport.
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