Diversity in sport is not just black and white
Black Lives Matter has had a huge impact on society since the tragic death of George Floyd.
The protests around the world have reminded everyone of the challenges that black people face in everyday life – and the importance of diversity in every walk of life.
Nowhere is that more pronounced than in sport.
While top athletes certainly reflect the diversity of society, when it comes to coaches and executives, the situation is not so positive.
We’ve seen footballers in the Premier League taking the knee in respect to Black Lives Matter and the pursuit of equality and players such as Raheem Sterling being outspoken in addressing racism at all levels of sport and society.
And yet we still hear monkey chants at some matches, of course, and players facing racist jibes such as the youth players from Chelsea who are currently taking the club to the High Court to seek damages after alleged racist abuse in the 1990s.
We’ve seen rainbow laces and a nod to Global Pride – but still there are no high profile gay male footballers playing at the top level.
While sport engages every demographic across the globe, there is still a trend of high-level executives being white, middle-aged and male.
UK Sport and Sport England undertook some research last year which revealed that black, Asian and minority ethnic (BAME) people make up only 5.2% of board members in 130 organisations they invest in despite statistics showing around 14% of the UK population is BAME.
Women’s sport has grown magnificently in the last few years, yet the same research showed fewer than 40 per cent of women on governing body boards, with only three having at least 25 per cent female representation and none led by a woman.
UK Sport also held a summit on diversity, race and equality in late June with proposals for a commission to be set up to look at inequality in sport.
At coaching level, if we take football as an example, the picture is just as depressing.
When former Arsenal and England defender Sol Campbell left Southend United in late June, it left just five BAME managers in the top four divisions.
In the NFL in the United States, teams are required to interview at least two candidates from outside their organisation for any vacant head-coaching job and at least one minority candidate from outside their organisation for any vacant coaching role.
The benefits of greater diversity are manifold.
A diverse organisation taps into a wider range of audiences, which can have an impact on sponsorship revenues.
Younger generations in particular want to associate themselves with brands and organisations who share their values and a commitment to social causes that match their own vision of how the world should be.
Diversity taps into a wider range of talents and in the medium term can inspire new levels of support or participation which in turn can contribute to more medals and engagement.
A brand such as Adidas, for instance, engages with sports stars and communities across the board.
But its global head of human resources resigned in June after allegations that she failed to promote diversity within the company after black employees complained about their approach to diversity and inclusion.
That creates a reputational crisis for a major global brand which could have been avoided if previous concerns had been taken more seriously and more inclusive policies and initiatives undertaken earlier on.
Much has been said that this is a key moment in society as far as diversity and inclusion is concerned and brands that do not take it seriously will be left behind.
Calacus believes passionately that sport can be used as a force for good and that’s why we help organisations to review and develop their diversity and inclusion activities and address any shortcomings that may arise.
We can help you to audit your organisation to identify opportunities to enhance and develop your diversity and inclusion and then promote the values and benefits your activities provide.
For more information, please contact us.