Case study - Leicester City Football Club
Football has been proactive in tackling prejudice, and with a few public exceptions has been successful in removing racism and other anti-social behaviour from the game.
Diversity Dimension converted this approach to proactive engagement with the creation of a community strategy for Leicester City Football Club, whose home is in the city forecast to become the first in the UK with an ethnic majority population.
Contact with community groups, schools, public, private and voluntary sector organisations, supporter groups and relevant media enabled the club to become recognised as a leader in developing a diversity strategy which delivered positive sustainable results:
- A substantial percentage increase in matchday support from key target groups
- Increased staff involvement in activities and a 90% reduction in recruitment costs
- A wide range of additional income streams with stadium functions and increased sponsorship
- Participation in related activities from hard to reach groups with community benefits such as reductions in anti-social behaviour
- Success with awards such as the Kick it Out Racial Equality Standard and substantial positive media coverage such as BBC’s Football Focus, at no cost
- Raised Executive profile with the CEO recognised as an industry expert
- Diversification in suppliers, increasing local suppliers and improving value
If you’d like to know how you could improve your approach to diversity and business performance contact Richard Purser at enquiries@diversitydimension.com
To read an article from the ‘PSD Focus’ click here