CORPORATE SOCIAL RESPONSIBILITY
Pro Bono (Free)
For many years UEFA has run a Respect campaign named â€˜No to Racismâ€™. Despite its success, it has not been able to completely eradicate discrimination from football. As in everyday society, people in football can also be exposed to discrimination in many shapes and forms. This includes racial, age, gender, sexual orientation, social background or ability discrimination. To make sure everyone can enjoy the sport to its fullest, UEFA decided to launch the #EqualGame campaign to promote greater diversity, inclusion and accessibility in football. #EqualGameâ€™s central proposition is: â€œEveryone is entitled to enjoy football â€“ no matter who you are, where youâ€™re from or how you playâ€. By showcasing the different ways people can play football â€“ via imaginative storytelling on equalgame.com and in-market programmes and forums â€“ UEFA will break down barriers, deliver real community impact, improve corporate governance and enhance commercial results. #EqualGameâ€™s will create new pathways for all people to participate in the game â€“ leading to a surge of interest in, for example, walking football, womenâ€™s grassroots football and football for people with physical disabilities. #EqualGame aims to also transform football governance by setting new standards in equality and diversity practices â€“ prompting, for example, new gender parity policies for salaries and bonuses at UEFA.