Sporting Equals - UK sports organisations, professional sports clubs, Leadership in sport, BME leadership in sport, BME communities, QPR community trust, sport, physical activity

Sporting Equals has a well-proven business development model that can support an organisation’s business plans through black and minority ethnic engagement.

Most UK sports organisations demonstrate levels of black and minority ethnic involvement that are significantly lower than the local demographic. Sporting Equals can help make sure your business development plans pro-actively address the barriers that face black and minority ethnic people, ensuring that your organisation is open and accessible to all.

Typical barriers include:

lack of trust of sporting venues and organisations
lack of information
racism - one in five people experience racist behaviour or comments
perceptions and assumptions that this is ‘not for me’
lack of sensitivity to cultural difference
environments that are unwelcoming to families

Sporting Equals offers a two-stage process to support your business development strategy, working through our existing network of 5,000 black and minority ethnic community organisations, social networks, delivery partners, key contacts, partner organisations and specialist media links.

Stage 1 Invitation

Sporting Equals will run an ‘awareness programme’ which might include club tours, presentations, taster sessions and sporting events. Each half day includes a focus group consultation to capture rational and emotional responses and attitudes. Sporting Equals will facilitate the sessions and provide an outcome report with recommendations for the next stage.

Stage 2 Promotion

Using our expertise in reaching black and minority ethnic communities, and based on our findings at Stage 1, we will promote your clubs (offering tickets and hospitality) to local community businesses, voluntary groups and individuals.

Sporting Equals can help you grow a sustainable and diverse fan base, increasing the take at the turnstile as well as earning the essential grassroots support your organisation needs. We can help you to recruit volunteers and employees, and identify new sports talent from all sectors of the community.

We are working with many organisations to develop a vibrant community engagement programme that attracts resources and funding from social, public health and other sources.

"We are working with Sporting Equals because of their proven expertise in community engagement. We want to be able to approach our local BME communities with confidence - Sporting Equals enables us to do that, and get results."
Andy Evans, CEO, Queens Park Rangers Community Trust

For more information please contact the Consultancy team at Sporting Equals by email: info@sportingequals.org.uk, or telephone: 0121 777 1375