Sky Sports and Kick It Out Extend Partnership to Enhance Inclusion in Football
Sky Sports and Kick It Out have announced a one-year extension of their partnership, reflecting both organizations’ ongoing commitment to making football more inclusive. This renewal will mark the sixth year of collaboration and includes a substantial £1 million investment, comprising both financial contributions and in-kind resources, aimed at combating discrimination and fostering career opportunities within the football sector.
Over the past year, Sky Sports has actively backed several initiatives and programs spearheaded by Kick It Out. Among these is the rollout of Kick It Out’s new five-year ‘Football United’ strategy, alongside the formation of a partnership with Guinness 0.0, an online education platform named The Academy, and the Raise Your Game program. This initiative is designed to assist young individuals from underrepresented communities in taking their initial steps into the world of football.
Kick It Out’s ‘Football United’ strategy was officially launched in September at an event in Battersea, hosted by Sky Sports News presenter Bela Shah. The event also featured prominent Sky Sports pundit Gary Neville, who highlighted the importance of the initiative in fostering diversity in football.
Bela Shah played a pivotal role in mentoring two principal participants of the Raise Your Game program, Elliot Jay-Henry and Razak Folarin, who took on co-hosting responsibilities for the first time after connecting with her at the Sky Sports studio in Osterley. Razak expressed gratitude for Shah’s guidance, stating its considerable impact on his experience.
In addition to these initiatives, Sky Sports facilitated a new collaboration between Kick It Out and Guinness 0.0, aiming to create more inclusive environments within pubs. Sky Sports pundit Clinton Morrison hosted the launch at a Greene King pub in Westminster, which will train thousands of staff members to better recognize and address football-related discrimination.
Sky Sports News reporter Dharmesh Sheth also took the lead at Kick It Out’s Media Raise Your Game event at UCFB’s Wembley campus in November, where producer Maryam Chaudhary and reporter Chris Reidy offered workshops to the largest group of participants in the event’s history.
Moreover, Sky Sports contributed to the production of a documentary honoring Kick It Out’s founder, Sir Herman Owsley, who passed away in October 2024. The film aims to educate young audiences about Owsley’s significant contributions to the organization over the past three decades. The documentary was screened on Sky Sports and at the England vs. Latvia match in March 2025 to commemorate Lord Owsley’s 80th birthday, with Sky’s creative team also providing digital support throughout Wembley Stadium.
Sky’s multi-million-pound investment in Kick It Out is part of a broader £30 million commitment to address structural inequalities. Over the past six years, this funding has facilitated numerous initiatives, including a scholarship program with the University of Liverpool Management School. This program specifically targets students from underrepresented backgrounds, allowing them to pursue MBAs focused on the football industry. Additionally, the Kick It Out digital learning platform, The Academy, has delivered educational resources on equality, diversity, and inclusion to approximately 5,000 participants.
Holly Varney, Chief Operating Officer at Kick It Out, emphasized the growth of their partnership with Sky, which has provided vital educational and developmental opportunities for underrepresented communities in football. This commitment aligns with the core objectives of their ‘Football United’ strategy, which aims to create a football industry reflective of the diverse talent within the community and encourage active participation against discrimination.
David Carrigan, Group Director of Diversity, Inclusion, and Wellbeing at Sky, remarked on the importance of Kick It Out as a key partner in advocating for a more inclusive and representative football environment. He noted that this partnership extension underscores Sky’s dedication to addressing structural inequalities in football and utilizing its platform to create opportunities and amplify marginalized voices.
