Kick It Out has launched a new brand and a “renewed vision” which focuses on supporting sports other than football in the fight against discrimination.
Kick It Out – which entered into a three-year partnership with Sky in 2021 – was established in 1993 and worked primarily in football, but entered into an exploratory partnership with the England and Wales Cricket Board in January.
The organization will now consider expanding its remit, provided the sports in question are funded independently of football.
As part of its new vision, Kick It Out is committed to:
- Accompany words with action, provide lasting solutions and concrete actions
- Fight ignorance and inequality and give a voice to any individual or organization
- Educate, inform and guide your audience and give them tools for change
- Mobilize and empower your allies so that your message becomes theirs
- Deal with all the issues, from the dressing room to the meeting room
Kick It Out says its new strategy will focus on three “key business pillars”, which it describes as follows:
- Amplify unknown voices, lead thinking and advocate for change
- Create understanding and build knowledge
- Inspire opportunities and connect them with invisible talents
The anti-discrimination body says its work will include setting up task forces to focus on specific issues, such as anti-Semitism and representation of the LGBTQ+ community, to continue leading football’s response to abuse online and step up fan education programs that offer rehabilitation sessions. for those found guilty of discriminatory abuse.
Kick It Out also launched a new logo. He says the image is in the shape of a football – his home sport – but also refers to the design of a club badge as he wants “supporters to wear the Kick It Out logo with pride. “.
Sanjay BhandariPresident of Kick It Out, said: “Our heritage is the fight against racism in football, but our goal for the future is to expand our mandate to create more inclusive cultures in other sports and to fight against all forms of discrimination.
“Today we are running education programs for academy players, parents and fans and we will be developing our education offer even further in the coming months.
“We will continue to campaign to ensure that football is always welcoming to everyone. We remain committed to helping people from underrepresented and minority communities to have a career in football and thrive, and we will continue to speak out against the discrimination wherever it happens – from your local park, to the Premier League, to your social feed.”
Tony BurnettManaging Director of Kick It Out, added: “Our new visual identity is all about boldness and energy, and is easier to adopt and use across different channels, activations and other sports. This, alongside our vision updated, will help us better reach our target audiences and execute our strategy.
“We would also like to thank Sky Creative Agency; as part of our ongoing partnership with Sky, they have helped implement our new brand identity and bring our creative vision to life.
“We all know Kick It Out shouldn’t exist. Our greatest hope is that one day football and other sports won’t need us. But right now we’re here to end all form of discrimination. We won’t stop you until he stops.”