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13 Dec 2020 | 17:17

The UK’s five Sports Councils have launched the #TellYourStory campaign so people from Black, Asian and Minority Ethnic communities can share their knowledge and understanding of accessing, being involved in, or being excluded from sport.

The campaign is part of a co-ordinated plan from UK Sport, Sport England, sportscotland, Sport Wales and Sport Northern Ireland to tackle racism and racial inequalities across their nations, and develop a sporting community which is properly reflective of the societies they represent.

AKD Solutions has been appointed to lead #TellYourStory which will gather 600 personal stories from a series of interviews and virtual forums, produced in a safe environment and without criticism or prejudice. The campaign will run until Monday 15 February 2021. To take part, visit

The Sport Industry Research Centre at Sheffield Hallam University has been appointed to bring together existing data on race and ethnicity in sport and identify gaps within these records, gain greater insight into participation and progression barriers. Both pieces of work will make clear recommendations for change that the Sports Councils can take forward.

Both pieces of work are expected to be completed by March and will contribute to produce a final report and a roadmap for action as part of the ‘Tackling Racism and Racial Inequality in Sport’ initiative.

Sally Munday, CEO of UK Sport, said: “The outcomes of the #TellYourStory campaign and the work undertaken by the Sport Industry Research Centre at Sheffield Hallam University will allow us to be in a place to better understand and engage on the issues of racism and racial inequality that exist in our sector and act as a result. We recognise that while individually each Sports Council has sought to tackle the issue, it has not gone far enough or been done collectively. Working in partnership as Sports Councils, we are determined to take the lead and drive the change we want to see.”

Tim Hollingsworth, CEO of Sport England said: “For too long, deep-rooted issues have led to racial inequalities and racism going unchecked and the voices of those who have been most affected have been silenced or ignored. This is finally changing and part of our work as the leaders of the UK's five sports councils is to be part of that change and to gather a clear picture of where we are today and to fully understand what people have experienced. This project is an important next step and I am delighted we are taking it.”