GAME RAISE YOUR - #ryg17 - Kick It Out

GAME RAISE YOUR - #ryg17 - Kick It Out

GAME RAISE YOUR - #ryg17 - Kick It Out
Contents                                                                                   Foreword
      Introduction                        10
      4-5                                 Women’s #RYG17
      Success Stories                     11
      6                                   Media #RYG17
      #RYG17 Events                       12
      7                                   Facts & Figures: Social Media
      Coaching #RYG17                     13
      8-9                                 Facts & Figures: Mentoring Sessions
      National #RYG17 Conference          14
                                                                                               The ongoing success of Raise Your Game       continue to give up their time and inspire a
                                          15                                                   – which provides a unique platform for
                                                                                               those interested in working in football –
                                                                                                                                            new generation of employable young people.
                                          Final Thoughts                                                                                    The Premier League supported the
                                                                                               has expanded significantly since its
                                                                                                                                            2016/17 Raise Your Game series, adding
                                                                                               inception, and it continues to offer
                                                                                                                                            their brand and significant exposure to
                                                                                               opportunities throughout the industry and
                                                                                                                                            the events.
                                                                                               seeks to diversify the game’s workforce.
    Raise Your Game History                                                                    This programme has a special meaning
                                                                                                                                            The national conference – again hosted at
                                                                                                                                            The Emirates – is our flagship event and
                                                                                               to me personally, having attended the
                                                                                                                                            each year its attendance increases but
                                                                                               ‘Leading the Way’ conference back in
     2011 ‘Leading The Way’ mentoring          2015 First dedicated media event held                                                        the smaller, more intimate events all
                                                                                               2011, and being mentored by the likes
                                                                                                                                            continue to improve and provide mentees
     programme launched                        at MediaCity, the home of BBC Sport and         of Chris Hughton and Paul Davis, two of
                                                                                                                                            with that essential knowledge, networking
                                               first dedicated coaching event held at          my playing heroes and later securing a
     2012 ‘Leading The Way’ becomes            Crystal Palace FC
                                                                                                                                            opportunities and renewed hope and
     ‘Raise Your Game’ as a number of                                                          full-time position within Kick It Out.
                                                                                                                                            enthusiasm for their own career journeys.
     regional events take place                2016 300 mentees attended the                   Thanks to the popularity of the national
                                                                                                                                            Our aim remains the same: to develop
                                               national conference at The Emirates.            conference, Raise Your Game has gone
     2013 First dedicated women’s              Women’s Raise Your Game held at
                                                                                                                                            future generations of professional and
     conference held, while the inaugural                                                      from strength to strength in recent years.
                                                                                                                                            grassroots heroes who will move football
                                                     Birmingham City.                          It has developed into a series, with three
     national ‘Raise Your Game’ conference     2017                                                                                         forward and diversify the workforce to
     is held in London                         Four events held as part of Raise Your          smaller events specifically focusing on
                                                                                                                                            make it reflective of the modern world
                                               Game series, the first time the Programme       those looking to progress in coaching
     2014 Annual conference moves to                                                                                                        we live in.
                                               is supported by the Premier League              and media.
     Wembley with women’s event held at
     West Ham United FC                                                                        There is always an impressive list of        Troy Townsend
                                                                                               experienced industry professionals that      Education Manager

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GAME RAISE YOUR - #ryg17 - Kick It Out
success stories

                                                                                                                                    Sylvester George

                                                                                                                                                                                                                                             SAM COX (right)
                                                                                                                                                                              Nemesha Balasundaram (left)
       Nearly 500 mentees attended Raise Your Game events throughout
       the 2016/17 season. They all shared one common goal of pursuing their
       passion and dream in their chosen field.
                                                                                                         FROM MENTEES
       Here’s a small selection of individuals who have furthered their career
       thanks to the mentoring, advice and contacts they’ve received through
       Raise Your Game, while two football industry professionals explain what
                                                                                                         TO MENTORS
       it’s like to return as a mentor, after previously attending as a mentee.                          Sam Cox
                                                                                                         Tottenham Hotspur FC
                                                                                                         With 15 years’ experience as a footballer in
                                                                                                         the national leagues, Sam previously attended
                                                                                                         Raise Your Game for guidance on life after
    Amirah Rahman                                   Sylvester George                                     playing. He returned in 2017 as a mentor,
    Mentee                                          Mentee                                               combining his playing career alongside                                        Nemesha Balasundaram
    A chance meeting at a wedding in 2008           Currently a freelance photographer covering          coaching in the Academy and Foundation at
                                                                                                                                                                                       Sky Sports News
    kick-started Amirah’s journey into coaching.    Fulham Under-18s and Under-23s, as well as           Tottenham Hotspur.
    Now actively involved in a number of            non sporting events, Sylvester is hoping to                                                                                         In 2014, Nemesha attended Raise Your Game
                                                                                                                      I had a great day last year learning
    grassroots projects, she collected The FA       build on his experience in professional sport.                                                                                      and hasn’t looked back. Now working as a
                                                                                                                      and taking some inspirational
                                                                                                                                                                                        sub-editor at Sky Sports News HQ, she’s felt
    Black, Asian and Minority Ethnic (BAME)                    I went to Raise Your Game with an                      ideas off people in the football
                                                                                                                                                                                        the benefit of Raise Your Game ever since.
    Coach of the Year award in 2015.                           open mind and not sure what path          business, including coaches, agents and all
                                                               I wanted to go down, but it has           different kinds of people. Raise Your Game                                                 I’m incredibly glad I took part in it;
    Amirah has attended Coaching Raise Your                                                              helped me grasp my own identification and
                                                    helped me to have a plan and to follow my                                                                                                       journalism is an industry where
    Game events in both 2015 and 2017 and                                                                character as a coach.                                                                      you’re constantly working with and
                                                    path of photography.
    praised the impact of such events.                                                                                                                                                  talking to people. You realise it’s a smaller
                                                    Attending Raise Your Game helped build my                                                                                           industry once you’re in it, it’s the same
                                                    portfolio and gain further industry contacts.                                                                                       people, the same faces.
                     It completely changed my       From that I’ve attended the Women’s FA Cup
                     outlook on Academy clubs.      Final as a photographer and covered a                                                                                               It was the one:one experiences that were

                                                                                                                                                       Amirah Rahman (left)
                     It was really inspirational;   Premier League game at Arsenal, which was                                                                                           most beneficial to me. That makes
                     I got to meet people I         an incredible experience, thanks to Rodney                                                                                          you feel almost part of a family, a
                                                    Hinds at The Voice.                                                                                                                 community experience.
    would probably never come across. It’s
    been really eye opening and I’ve really         Opportunities like that have given me the                                                                                           I met Dharmesh (Sheth) for example, a
    enjoyed myself.                                 belief that I can be successful. Lynne Cameron                                                                                      reporter for Sky Sports News; I just started
                                                    was helpful during #RYG17 and told me                                                                                               speaking to him and he put me in contact with
                                                    everybody has something unique to offer.                                                                                            several different people. I saw him
                                                    Lynne also looked through my pictures and                                                                                           two-and-a-half years later when I started at
                                                    gave honest advice and tips.                                                                                                        Sky Sports News and he remembered me, it
                                                                                                                                                                                        just gave me a lot of encouragement.
                                                                                                                                                                                        If I can even share one thing that I’ve learned
                                                                                                                                                                                        with someone else then I’d consider that a
                                                                                                                                                                                        successful day.
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It was great to have
                                                                                                                                                   interaction with the coaches
                                                                                                                                                   and get an understanding to
                                                                                                                                        see where they’re at in their careers.
                                                                                                                                        It was an opportunity for the coaches

    #RYG17 Events                                                                Coaching
                                                                                                                                        to understand the professional
                                                                                                                                        environment with our players too.
                                                                                                                                        The strides that Kick It Out make
                                                                                                                                        in the professional game are great
                                                                                                                                        and they continually lead and give
                                                                                                                                        encouragement to BAME coaches
                                                                                 #ryg17                                                 while challenging the game
                                                                                                                                        as well.

                                      National #RYG17 Conference                                                                        Darren Moore
                                      April 2017                                                                                        West Bromwich Albion Development
                                                                                                                                        Phase Coach
                                      Hundreds of mentees enjoyed
                                      advice and guidance from a who’s
                                      who in football at The Emirates,
                                      with 95 mentors giving up their time       The Raise Your Game coaching event was          individual player analysis and opposition
                                                                                 established to give aspiring coaches a rare     team preparation.
                                                                                 opportunity to receive exclusive insights
                                                                                                                               Another key focus for the event is to
                                                                                 into a professional club environment.
                                                                                                                               provide opportunities for a variety of
    Coaching #ryg17                                                              These coaching events have been specially coaches with various coaching
    March 2017                                                                   designed to assist grassroots coaches to      qualifications from BAME backgrounds.
    Thirty aspiring coaches gained                                               understand the workings of a Premier
                                                                                                                               The dedicating coaching event, the
    an insight into the coaching                                                 League club environment.
                                                                                                                               second of its kind, was held at West
    structure at West Bromwich                                                   The coaches are presented with the            Bromwich Albion’s training ground and
    Albion’s Academy                                                             chance to study first team and academy        accommodated 40 coaches.
                                                                                 level coaching, as well as getting a brief on

                                      Media #ryg17
                                      July 2017                                         West Bromwich Albion provided a          a variety of backgrounds and qualification
                                      The next generation of journalists,               real eye opener for all the coaches in   levels to improve their understanding of
                                      bloggers, commentators,                    attendance. The openness of WBA to              coaching and gain invaluable insight
                                      producers and more, listened               host such an event should be commended,         into a professional club.
                                                                                 providing an opportunity for coaches from
                                      to discussions on opportunities as
                                      the BBC hosted Raise Your Game                                                             Troy Townsend
                                      at New Broadcasting House                                                                  Education Manager
                                      in London
    Women’s #RYG17
    June 2017
    Dedicated event for women,
    hosted at Manchester City,
    providing platform for women to
    openly discuss a variety of
    roles within the game

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The mentoring throughout the
                                                                                                                                    day has allowed us to get the
                                                                                                                                    expertise from people that have
                                                                                                                    been in the game for 20-30 years, I think it’s

    National #ryg17
                                                                                                                    been brilliant.
                                                                                                                    I’m a coach and have been coaching for five
                                                                                                                    years. I’ve been to some of The FA coaching
                                                                                                                    events at St George’s Park, but it doesn’t

                                                                                                                    compare to this.
                                                                                                                    To talk to someone that you want to
                                                                                                                    follow in the footsteps of, it’s fantastic.

                                                                                                                    Adnan Mohamed
    The national conference is the flagship     time to helping the next generation through                         mentee
    event in the Raise Your Game series with    one:one mentoring sessions, workshops,
    Max Rushden, from Sky Sports, and           panel discussions and networking.
                                                                                                                                      Thank you, it really was
    Reshmin Chowdhury, from BT Sport and
                                                The success of the conference can be                                                  a pleasure to be involved
    BBC Sport hosting the 2017 event.
                                                measured by the number of employment                                                  in the Raise Your Game
    Since its inception in 2012, the national   opportunities that have been taken by                                                 conference.
    conference has provided a unique            mentees, including positions at the Premier
                                                                                                                    It was such an enjoyable day speaking
    opportunity for aspiring professionals who  League, The FA, Tottenham Hotspur FC,
                                                                                                                    with the mentees and trying to either personally
    wish to work in the football industry to    Arsenal FC, Crystal Palace FC, Sky Sports
                                                                                                                    help them on their journey or encourage them
    network with experts in a number of fields  and the BBC.
                                                                                                                     to review their pathway or approach in order
    including Media and Communications,
                                               In 2017, Arsenal hosted the sixth Raise Your                         to gain employment in the industry.
    Coaching and Management, Grassroots and
                                               Game national conference, in the Woolwich
    Community, Player Services, Refereeing,
                                               Suite of the Emirates Stadium.
                                                                                                                    Rachel Dunbar
    Sports Science and Football Business.
                                                                                                                    Head of Youth Operations
                                               Over 90 professionals working in football,                           at the Premier League
    The conference provides mentees in
                                               provided advice and guidance to 350                                  & mentor
    attendance the chance to meet with
                                               attendees on the day.
    industry professionals who dedicate their

    #RYG17 national conference hosts
    Reshmin Chowdhury and Max Rushden

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The work that Kick It Out
                                                                   continue to do to promote
                                                           career opportunities for women                                                                                                                    It was a
                                                           and girls is extremely important                                                                                                                  pleasure
                                                           and something Manchester City                                                                                                         to be part of Media
                                                           is proud to support.                                                                                                                  Raise Your Game.

                                                                                                                                                                                                 Getting a foothold
                                                           Omar Berrada                                                                                                                          and progressing in
                                                           Chief Operating Officer,                                                                                                              the media isn’t
                                                           Manchester City FC                                                                                                                    easy, it is one of the
                                                                                                                                                                                                 most competitive
                                                                                                                                                                       industries you can hope to forge a career in.
     #ryg17                                                                                                       #ryg17                                               Anything that gives young people a bit of
     The Women’s Raise Your Game conference       The event consists of keynote speeches and                                                                           advice and inspiration to help them on their
     was created by Kick It Out to encourage      discussion panels during the day as well as                                                                          way, to give them some belief and pointers,
     more women to seek opportunities within      workshops covering careers, media and                                                                                is valuable and I only wish I had it when I
     the football industry or support those who   non-coaching roles, focusing on the range                                                                            was trying to make a mark in the media.
     wish to progress within the game.            of different opportunities available. The                                                                            Dan Roan
                                                  conference also saw discussions on barriers                                                                          Sports Editor at BBC News
     These smaller, more intimate events, feature
                                                  in the sport for women and ways to
     leading female figureheads to exchange
                                                  challenge and overcome them.
     ideas and promote opportunities available
     in the industry to aspiring individuals.     In 2017, Manchester City hosted the
                                                  Women’s Raise Your Game conference at                           The media conference is the most recent         workshop by Glen Bertram,
                                                  the Etihad.                                                     addition to the Raise Your Game series          BBC Staffing and Business Manager.
                 Kick It Out is a fantastic                                                                       and provides aspiring journalists and
                                                                                                                                                                  In 2017, the event was hosted at BBC’s
                 organisation with regards to                                                                     broadcasters with the opportunity to find
                                                                                                                                                                  New Broadcasting House in London, with
                 providing pathways, ideas,                                                                       out more about how the sports media
                                                                                                                                                                  mentees able to listen to advice and
     role models and mentors.                                                                                     industry works.
                                                      Keynote speakers & panel members                                                                            guidance from a host of the corporation’s
     To give inspiration and provide female role                                                                  The event, which is run in partnership          staff and chat informally with some of BBC
                                                      · Vivienne Aiyela (Senior HR professional & Chair
     models is especially important. Seeing                                                                       with BBC Sport, has seen some of the            Sport’s key figureheads.
                                                       of The FA’s Anti-Discrimination Disciplinary Panel)
     someone in a role makes it seem possible         · Matthew Baxter (Talent Manager, BBC Sport)
                                                                                                                  most recognisable and high-profile
                                                                                                                                                                  Dan Roan, Sports Editor at BBC News,
     and its really powerful. It’s important for      · Rachel Brown-Finnis (ex-England international            figureheads from the sports media industry
                                                                                                                                                                  Natalie Pirks, Sports Correspondent at the
     young people to be able to harness their          & BBC Sport Pundit)                                        speak to budding mentees about their
                                                                                                                                                                  BBC, and Hugh Woozencroft, broadcaster
     passion to turn it into a career.                · Jenny Culshaw (Senior Duty Editor, BBC Sport)             careers, as well as provide key guidance on
                                                                                                                                                                  at the BBC, were amongst those who
                                                      · Janie Frampton (Sports Officials UK Ltd)                  their future career pathway, including a CV
                                                                                                                                                                  shared their experiences on the day.
     Rachel Brown-Finnis                              · Victoria Haydn (Senior Club Photographer,
                                                       Manchester City)
     Ex-England international & BBC Sport Pundit      · Emily Hill (Coach Mentor, The FA)
                                                      · JJ Jewels (Grassroots Referee, The FA)                             Dan Roan said: ‘Don’t forget, this                  Amazing talks - they were
                                                      · Vicky Kloss (Chief Communications Officer at                      industry is fun, retain your passion                very helpful, especially in the
                                                       City Football Group)                                       and interest and take every chance you get.’                 CV section. I learned a lot!
                                                      · Lucy Oliver (FA Referee)                                  I found this inspirational as I have had a few There are stories everywhere. Thank you
                                                      · Charlotte O’Neill (Head of Operations and                knockbacks in recent times. This session       for providing a fantastic event.
                                                       Development, Manchester City Academy)
                                                                                                                  has boosted my confidence.
                                                      · Helen Sandall (Lead Physiotherapist,                                                                     Hua Jiahui
                                                       Manchester City Women FC)                                  Andrew Bontiff                                  Mentee
                                                      · Gemma-Louise Stevenson (Broadcast
                                                       Journalist Trainee, BBC)
                                                      · Shelley Strange (Academy Recruitment
                                                         Coordinator, Reading Academy & Head Coach, Ascot
                                                      · Anna Thompson (Sports Journalist, BBC Sport)
                                                      · Ellena Turner (Talent Scientist at Manchester
                                                        City’s Academy)

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GAME RAISE YOUR - #ryg17 - Kick It Out
SOCIAL MEDIA                                                                        Mentoring sessions
     Using the #RYG17 hashtag throughout 2016/17, Kick It Out utilised                   Here are some facts and figures from the
     the organisation’s channels to spread the word about the events, as                 2017 national conference across the seven
     well as asking partners and supporters to do the same. Both mentors                 mentoring categories                                  Coaching
     and mentees were active around events and some examples feature
     on this page                                                                        In total:                                             162 appointments
                                                                                                                                               1,350 minutes of mentoring

                                                                                         252 Hours                                             Total:

                                                tweets used #RYG17 between
                                                                                                                                               40.5 hours
                                                15 April 2017 and 27 July 2017
                                                                                                       Community                     Media &
                                                                                                       & grassroots                  Communications
                                            tweets were sent containing #RYG17 on
                                                                                                       216 appointments
                                                                                                       3,240 minutes of mentoring
                                                                                                                                     378 appointments
                                                                                                                                     5,670 minutes of mentoring
                                               the day of the national conference                                                    Total:
                                                                                                       54 hours                      94.5 hours
                                              tweets containing #RYG17 had a
                                                      potential reach of

                                                 44 million                               Football Business
                                                                                          90 appointments
                                                                                                                                               48 appointments
                                                                                          1,350 minutes of mentoring
                                                                                                                                               720 minutes of mentoring
                                                                                          22.5 hours                                           12 hours

                                                                                                            Player                    Sports Science
                                                                                                            Intermediaries            30 appointments
                                                                                                                                      450 minutes of mentoring
                                                                                                       84 appointments
                                                                                                       1,260 minutes of mentoring     Total:

                                                                                                       Total:                         7.5 hours
                                                                                                       21 hours

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GAME RAISE YOUR - #ryg17 - Kick It Out
     From being on panels, to formal one:one           backed Kick It Out’s efforts to offer and
                                                                                                                Shelley Alexander
     mentoring or just attending and lending           develop pathways as well as attempt to
     support, an eclectic mix of individuals           diversify football’s workforce.
                                                                                                                  The range and quality of those working in football who have
                                                                                                                  dedicated their time to Raise Your Game this year has been staggering.
     Here’s what just a few of them
     had to say…
                                                                                                                Their passion, knowledge and enthusiasm is    especially pleasing. Their hard work has
                                                                                                                obvious and that inspires the young people    clearly paid off but their individual stories will
                                                              The industry is simply not diverse                who are trying to work their way into the     have given those women plenty to think
                                                              enough. Raise Your Game is an open                football industry.                            about as they plan their next step.
              I think as time has gone on, the
              football authorities are recognising      forum, people are relaxed and                           Everyone’s story and pathway is different     I am sure we will see Raise Your Game
     the importance of diversity and                    approachable so you can talk.                           and it’s that diversity which enriches the    mentees go on to make a really positive
     that this is a game for all. It’s                  You really can find out a lot                           industry and will make it a more inclusive    impact on the sport, harnessing the advice
     great that people are here                         about the industry. It’s so,                            and welcoming sport in the future.            given to them at Kick It Out events and
     realising that the future is in                    so amazing.                                                                                           becoming future ambassadors and a driving
                                                                                                                Having had the pleasure of speaking to so
     our hands.                                                                                                                                               force for inclusion.
                                                        Reshmin Chowdhury                                       many young people who want to work in
                                                        Broadcaster – BBC & BT                                  football, I am thrilled to see such passion
                                                        Sport, #RYG17 co-host                                   and excitement for our national game. They
     Chris Powell                                                                                               just need that guidance or a simple bit of
     former England defender                                                                                    advice or a connection which might make all
     and football manager
                                                                                                                the difference.
                                                                          For Kick It Out and great
                                                                          credit to the Premier League          Seeing so many talented individuals at
                                                                          and wonderful Arsenal for             Women’s Raise Your Game giving their time
        Kick It Out does great work in terms                 providing a fantastic venue, I think it’s          up to sit down with the next generation was
        of making football more inclusive.                   brilliant. When I was starting out I was
 The organisation works hard to break down                   walking up and down Fleet Street
             barriers and create a message of                                  knocking on doors
              unity. Football is slowly coming                                   hoping someone would
              round to the idea that it should                                    give me a chance,
               be more representative of its                                      whereas now kids
                 audience, it’s not quite there                                 starting out in life can
                 yet so that’s why it’s important                              come through here
                  for Kick It Out to be here.                                    because of Kick It
                                                                                  Out and have an
                                 Jess Creighton
                                                                                  opportunity.                  Shelley Alexander
                                 Sports Broadcaster,                                                            Lead for Diversity & Women’s Sport, BBC Sport
                                 Women’s #RYG17 host                               Henry Winter
                                                                                  Chief Football Writer
                                                                                  at The Times

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GAME RAISE YOUR - #ryg17 - Kick It Out
Thanks to all the organisations who provided support to #RYG17
AmberGlass PR                                    Hampshire FA                                     Squawka
Arsenal FC                                       ITV Sport                                        Stella Group
Associated Press                                 Just A Ball Game?                                Surrey FA
At The Match                                     League Managers                                  TalkSPORT
BBC                                              Association                                      Team GB
Berks and Bucks FA                               Leyton Orient FC                                 The FA
Brentford FC                                     London FA                                        The Guardian
British Universities &                           Manchester City FC                               The Sun
Colleges Sport (BUCS)                            Morning Star                                     The Times
BT Sport                                         Our Game                                         The Voice
Channel 4 News                                   P4P Sports Management                            Tottenham Hotspur FC
Chelsea FC                                       PFA                                              Unique Sports
Continental Star                                 Premier League                                   Management
Daily Mail                                       Queens Park Rangers FC                           Volenti Academy
Daily Mirror                                     Reading FC                                       Watford FC Community
DASH                                             Scunthorpe United FC                             Sports & Education Trust
Derby County FC                                  Sky Sports News                                  West Bromwich Albion FC
Eurosport                                        Southampton FC                                   West Ham United FC
FIFA                                             Sports Aid                                       Wigan Athletic FC
Football Beyond Borders                          Sports Interactive                               Wycombe Wanderers FC
Football Supporters’                             Sports Officials UK                              Zesh Rehman Foundation

and also to the hundreds of industry professionals who gave their
support to #RYG17
For enquiries relating to Raise Your Game please contact
Troy Townsend, Education Manager at or
Crystal Davis, Raise Your Game Co-ordinator, at
Kick It Out                                                  Telephone 020 7842 8932
First Floor                                                  Email
Whittington House                                            Visit
19-30 Alfred Place
London WC1E 7EA


Thanks to members of the London branch of the Royal Photographic Society (RPS) for use of their photos.
GAME RAISE YOUR - #ryg17 - Kick It Out
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