Sky and Kick It Out partnership
December 21, 2020
Kick It Out has launched a new three-year partnership with Sky, that will see Sky become its key broadcast media partner in the drive for inclusion in football and the battle against discrimination in all its forms.
Sky will commit £3 million over the next three years, in a mix of cash and value in kind support, with Sky Sports committing to using its powerful voice, extensive reach and established channels to support the organisation that has been at the forefront of the fight against racism and discrimination in football for over 27 years.
As well as committing to use its editorial reach, voice and platforms to campaign for change, Sky will work on a series of initiatives with Kick It Out.
These will include partnering on educational initiatives, making it easier to report instances of discrimination online and inside football stadia, and developing annual transparency and insight reports on a range of issues including tracking progress on football’s promises to diversify its workforce.
Sky Sports partnered with Kick It Out on their recent #takeastand initiative launched during England’s match against Belgium at Wembley in October, and was a proud supporter in 2018 when Kick It Out celebrated 25 years of tackling discrimination.
Kick It Out Chair Sanjay Bhandari said: “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. 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 said: “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.”
In June Sky made a series of commitments to help tackle racial injustice. With a £10m investment each year for the next three years, Sky also pledged to;
1. Improve Black and minority ethnic representation at all levels
2. Make a difference in communities impacted by racism
3. Use the power of Sky’s voice and platform to highlight racial injustice
The partnership with Kick It Out is a significant step forward in Sky’s overall ambition to combat discrimination, not only in football but in all sport.