Inclusivity in Football: 30 Year Impact Report and The Role of Kick It Out
This study was a comprehensive evaluation conducted by M·E·L Research, focusing on the transformation of inclusivity within the football landscape since 1993. The study delved into the perceptions of football fans regarding the changes that have transpired over the years and the influence of Kick It Out, an organisation dedicated to combating discrimination in football. The research combines quantitative and qualitative methodologies with SROI approaches to provide a holistic view of the subject matter as well as case study outputs to bring both statistics and stories to the forefront.
Research Design
The evaluation encompassed various research methods to achieve its objectives:
Quantitative Survey: M·E·L Research conducted an online survey involving 2,503 football fans. The survey aimed to discern fans’ viewpoints on football’s inclusivity evolution and the contributions of Kick It Out. The sample included 1,500 respondents aged 45 or older, ensuring a diverse representation across generations of fans and ensuring that there was a large enough sample who were old enough to remember a time before Kick It Out.
Quota Sampling: To ensure the sample’s representativeness, quotas were established based on age, ethnicity and geographical location, aligning with the UK population’s demographic distribution. We also ensured minimum samples of female fans and fans from a range of religious backgrounds and who identified as a range of sexualities.
Qualitative Study: An in-depth follow-up qualitative exploration involved 28 football supporters who participated in the broader fan survey and possessed knowledge of Kick It Out. This approach delved into their personal experiences with discrimination and the impact of Kick It Out on their relationship with football.
Raise Your Game Analysis: The evaluation scrutinised the effectiveness of the “Raise Your Game” program in advancing careers within football workplaces and gauged the program’s Social Return on Investment (SROI), which identified a return on investment of up to £2.06 for every pound spent.
Secondary Data Analysis: Historical data, reports, and literature were examined to understand key events and trends in football’s inclusivity landscape and broader UK society since 1993.
Findings
Perceptions of Change: The quantitative survey revealed varying perspectives among fans regarding inclusivity changes in football. While some believed progress had been made, others perceived ongoing challenges related to discrimination and highlighted that there is more work to do.
Kick It Out’s Impact: Respondents recognised Kick It Out’s role in fostering awareness and driving change, yet opinions varied on the extent of its influence. The qualitative study provided deeper insights into how Kick It Out had affected individual fans’ experiences.
Age and Perception: Older fans showcased a nuanced perspective, drawing from a longer history of football engagement. This demographic contributed valuable insights into football’s transformation over the past 30 years.
Raise Your Game: The analysis of the program demonstrated its positive impact on career development within football, highlighting the potential for increasing inclusivity in both on-field and off-field roles.
SROI of “Raise Your Game”: The evaluation explored the social return on investment provided by the program, indicating potential economic and societal benefits of nurturing diverse talent within football.
Broader Context Analysis: The examination of historical data and literature shed light on key events, legislative changes, and societal shifts that influenced inclusivity in football and the UK over the past three decades. Implication
The evaluation conducted by M·E·L Research underscores the evolving nature of inclusivity within football. The findings highlight the varying perceptions of fans, the significant role of organisations like Kick It Out, and the potential of programs like “Raise Your Game” to drive positive change. This study contributes to a comprehensive understanding of the multifaceted dimensions of football’s inclusivity journey, offering insights for further action and research in the realm of diversity and discrimination eradication in the sport.
