M·E·L Research Delivers 30 Year Impact Evaluation for Kick It Out
We are thrilled to have worked in collaboration with Kick It Out, to shed light on the journey of inclusivity in football over the past three decades and the role Kick it Out as an organisation has played in that journey. This comprehensive evaluation, integrating quantitative and qualitative methodologies, and introducing an SROI model to one of Kick it Out’s headline programmes – Raise your Game – offers profound insights into the perceptions of football fans, the role of Kick It Out, and the efficacy of the work undertaken over the last three decades.
Our in-depth research examines the evolution of inclusivity within the football landscape since 1993. By engaging with 2,503 football fans, including 28 participants via a week-long online community, the study captures diverse perspectives and experiences across generations. Within the quantitative sample 1,500 fans were aged 45 or older, to ensure a large enough sample of participants who could remember a time before Kick it Out. The project’s multifaceted approach also included a comprehensive review of historical data and literature.
Bronwyn Vermaat, who was the day to day project lead for M·E·L Research, said:
“This research resonates deeply with my own and M·E·L Research’s values, by providing crucial insights into the struggle against discrimination. The opportunity to speak to fans themselves, particularly those from minority or less represented backgrounds, about the changes they have witnessed, and the ways in which Kick It Out’s initiatives have catalysed positive change within football by influencing attitudes, policies, and behaviours on and off the field, was both heartening and enlightening. While encouraging to see the large strides that have been made in the past 30 years, the research served as a reminder of the barriers that many still face. However, it also served as a demonstration that the work of dedicated organisations like Kick It Out can lead to tangible progress in dismantling barriers and fostering an environment where diversity truly thrives.”
Key Findings and Implications
The study found that Kick It Out’s efforts have significantly contributed to reducing discrimination. The majority of fans say there is less discrimination in football now than 30 years ago or when they first became a football fan and 73% of fans believe football has become more inclusive.
Sixty seven percent (67%) of those who experienced discrimination, say that they experience it less often now, due to the work of Kick it Out. 79% of those who’ve heard of the anti-discrimination organisation stated it has contributed to a more inclusive game.
Kick it Out has become a leading voice in the fight against discrimination in football, with 68% of fans recognising it as an organisation or group involved in this fight.
Seventy-four percent (74%) of fans state that their peers are more concerned about discrimination now than 30 years ago or when they first became football fans. Among fans who have heard of Kick it Out, 92% say this change is at least in part due to Kick it Out.
Seventy percent (70%) of those surveyed believe they would probably or definitely call out a friend if they witnessed them engaging in discriminatory behaviour, although only 34% believe they would call out a stranger.
Forty three percent (43%) of fans state that they are more likely to call out discrimination now than they were when Kick it Out was founded or when they first became a fan, with 73% of those who have heard of Kick it Out saying that they contributed to this change.
Thirty-one percent (31%) of those asked have experienced discriminatory behaviour towards either themselves or others online, and 76% are concerned online abuse is impacting on football’s inclusivity.
However, while the data highlights the significant strides that have been taken over the past 30 years, Kick It Out believes that its work remains more relevant than ever, with chair Sanjay Bhandari stating: “Now is not the time for football to rest on its laurels.”
“As this report demonstrates, Kick It Out has changed the face of football for the better since its inception 30 years ago. Fans from minority groups believe football is now safer, more inclusive and more welcoming, because of Kick It Out’s work. We also know from this report that Kick It Out has given people more confidence to call out or report discrimination, and we have seen evidence of this firsthand through our own annual reporting statistics.
“As we reach this historic milestone it gives us a moment to stop and reflect on the journey that we have been on, but we know that there is still much work to be done and this research only serves to highlight that fans overwhelmingly want more action to tackle discrimination throughout the game.”
Sanjay Bhandari, Chair, Kick It Out
In closing, Elliot Simmonds, who oversaw the project for M·E·L Research said:
“There is clearly still some work to be done – particularly in digital spaces – before we are in a footballing and sporting world where the need for organisations like Kick it Out disappears. However, the findings from this report are positive and show the progress that has been made over the last three decades. I would like to specifically thank the team at Kick it Out and the wider M·E·L team, many of whom contributed to this study. Most importantly, however, we must thank the fans and participants who gave their time and provided such candid feedback as part of the survey and of course within the online community and in-depth SROI discussions.”
M·E·L Research is delighted to be working with the British Dyslexia Association once again, this time on a new study exploring the experiences of adults with dyslexia in the workplace. This research will build a deeper understanding of how dyslexia impacts working lives, with a particular focus on employment, inclusion and participation. The study will generate robust evidence to help inform future policy…
Yesterday, I attended the MRS Conference 2026, where this year’s theme was “Research on the Edge: Building Our Futures.” The event brought together researchers, strategists and industry leaders to explore how insight is evolving in a world shaped by rapid technological change, shifting trust and increasingly complex audiences. Across the day’s sessions, several themes came through strongly. AI was a constant presence in the discussion, but so were questions about trust, demographics and the enduring value of human insight.
M·E·L Research has been shortlisted as a finalist at the 2026 Football Business Awards in the Women’s Football Business Award category. The nomination recognises our work supporting WSL Football in evaluating the Fan Choice: Alcohol in the Bowl pilot, an initiative exploring how greater flexibility and fan choice can enhance the matchday experience in women’s football. Being shortlisted recognises the collaborative work between…
Fertility awareness in the UK remains surprisingly low, despite fertility problems affecting millions of people. Fertility is often framed as a women’s issue. But the reality is that fertility problems can impact men, women and non-binary people. Yet conversation, and the support available in many workplaces, does not always reflect this. At M·E·L Research, we believe better evidence can help drive more informed conversations and more supportive environments for people experiencing fertility challenges.
We are inviting applications for an Insights Executive to join our growing social research team. Building on the many successes in 2025, M·E·L Research has exciting plans for 2026! To support our growth ambitions we are seeking to appoint an Insights Executive to support the design, delivery, analysis and reporting of a wide range of quantitative and qualitative social research projects. This is a deliberately broad and developmental role, suited to an early-career researcher, graduate, or…
M·E·L Research is proud to be supporting Women’s Super League (WSL) Football by delivering the evaluation of the second phase of the Fan Choice: Alcohol in the Bowl pilot – a pioneering initiative that allows fans to drink alcohol in their seats at women’s football matches and will enhance fan choice across women’s football. Elliot Simmonds, Client Solutions Director at M·E·L Research, commented…
M·E·L Research is delighted to announce its appointment to deliver the formative evaluation for First Light, the major redevelopment of the Royal Observatory Greenwich (ROG). The multi-year project, supported by £9.7 million from The National Lottery Heritage Fund, will transform one of the UK’s most iconic scientific and cultural landmarks. The First Light project marks a bold new chapter in the…
When people hear the phrase trauma-informed research, they often assume it is primarily about ethics. Being sensitive. Using careful language. Avoiding harm. And that is true. But in Armed Forces community research, trauma-informed practice is not only the right thing to do. It is also one of the most effective ways to improve the quality, credibility and usefulness of evidence. Because when research involves experiences like recovery, mental health, family stress, transition to civilian life, identity change, injury, loss, or barriers to support, we are not just…
