For the world’s most international sport, we need to do more to support diversity

Last week’s Euro 2020 qualifier game between England v Montenegro had racial discrimination front and centre. Personally, the most depressing part, was that the abuse from the Montenegrins towards several England players didn’t surprise or shock me. In fact, this abusive behaviour gave me multiple flashbacks of matches with poor treatment of players, at both international and national grounds. So if it’s happening so often, why haven’t we seen a behaviour change – not just from fans, but from clubs and football associations too?
It’s clear that not enough has changed to stamp out racism in football in this time, and it’s not just an ‘international issue’. It begins at home with UK fans. Sterling’s experience at Stamford Bridge is one of many examples of racism across UK football.
Racist abuse in football is present, and sadly, expected, yet the expressions of outrage and outcry for tougher sanctions aren’t being heard. UEFA takes months to serve a penalty, or decide an appropriate outcome for international games, and the general consensus is that fines are so small, clubs and teams barely notice them. For things to change, statements and decisions need be quick and have impact, whilst the event is at the top of the news agenda.
Moreover, the diversity debate isn’t solely linked to race. We’ve seen cultural jibes between Serbia and Hungary on multiple occasions and with roughly 2% of the nation identifying as LGB (that’s about 1 in 50), I’m dubious there isn’t a premier league player who is gay, or bisexual. The numbers don’t stack up, suggesting football isn’t the environment where players feel able to talk about their sexuality. The recent response to a statement from Lotus-Cheek amid rumours implies fans and players could think that too.
So, what more can be done to challenge these out-dated attitudes? Nike’s ‘Stand Up, Speak Up’ campaign was launched in 2005 by Thierry Henry to help put a stop to racism in football. Fast forward 14 years, fans, teams, as well as brands are actively calling out abusive behaviour, yet we’re not seeing less of it.
Harry Kane has vowed to walk the England squad off the pitch if another international match is marred by racial abuse, but why stop there? Shouldn’t every Captain walk their team off if their players face abuse, whether at Stamford Bridge, Anfield or Fratton Park? And it shouldn’t stop at the players. Fans must also get involved to tackle this. With stands half-empty, those with the power to enforce harder rules and penalties will surely think twice and act.

Why every organisation should be thinking about the circular economy
Imagine a world where every product is repaired, recycled or refurbished at the end...
More information
Sick days on the rise – cause for concern, or proving the need for change?
New research from the Chartered Institute of Personnel and Development (CIPD) and Simplyhealth has...
More information
Revving Up for a Sustainable Future: Why We Must Challenge Rishi Sunak’s Backtrack on Net Zero
As Climate Week in New York concludes, we find ourselves at a critical juncture...
More information
Apple’s Sustainability Video: A Storytelling Triumph with Gaps in Green Commitment
Apple’s latest sustainability video, featuring CEO Tim Cook and actress Octavia Spencer, has sparked...
More information
Taking A Stand with Nazim Valimahomed, Founder and Chief Product and Design Officer at Kroo.
Each month we’re sitting down with the trailblazers who are making a difference at...
More information
Celebrating success: Stand celebrates double victory, winning two PR awards
We’re delighted to share that our PR efforts secured us not one but two...
More information
We can’t afford to ignore migraine in the workplace
Do you work with someone who experiences migraine? Chances are, you do – you...
More information
Taking A Stand with James Rutter, Chief Creative Officer at COOK.
Each month we’re sitting down with the trailblazers who are making a difference at...
More information
The future of payment – the revolution of mobility technology
Phasing out petrol and diesel cars and introducing EVs is a great option in...
More information
Claire Brady on Net Zero Hero Podcast
Some people think that ‘circularity’ simply means recycling, but it is so much more...
More information
Earth Day
Earth Day provides an opportunity to take stock of our progress towards addressing the...
More information
When it comes to making sustainability claims, getting it wrong can cost organisations the earth
According to Robin Hicks, “2022 was the year that policymakers started to take greenwashing...
More information
Less is more: How low alcohol brands are targeting their Gen Z consumers
Dry January may be over, but giving up alcohol definitely hasn’t gone out of...
More information
Beyond B Corp: Breaking up with Barclays
Last year we became a certified B Corp, and to do so we had...
More information
Three takeaways from the IPCC’s ‘final warning’ report
This week has seen the release of the latest IPCC report assessing the climate...
More information
Why we’ve introduced a 4.5 day working week
As the rulebook of the working week gets rewritten, at Stand we continue to...
More information
Stand shifts as we move into our second decade
I founded Stand with one simple (but typically ambitious) belief: that good comms can...
More information
So… has the pandemic set us back or propelled us forward?
Last week, just days after the restrictions in England were lifted, we hosted our...
More information
Wellbeing is not a one-size-fits-all approach
It’s safe to say that being plunged into multiple lockdowns across the past 18...
More information
Covid-19 has given us a harsh lesson in education inequality
Although ‘Freedom Day’ is here, Covid’s effects will, as we hear all too often,...
More information
The pandemic of inequalities
Last week, the Health Foundation’s Unequal pandemic, fairer recovery report made headlines, revealing that...
More information
Has the pandemic set us back 50 years, or will it propel us forward?
At its onset, Covid-19 was described as the great leveller. But the pandemic has...
More information