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CONTENTS
Introduction 03
WHO ARE BCOMS ? 04
CONTEXT: FACTS AND FIGURES 05
LEADING ON DIVERSITY 06
FINDING SOLUTIONS 07
THINKING GLOBAL 08
GOING DIGITAL 09
MOVING FORWARD 10
BCOMS ACTION 11
02
PROGRESS IS POSSIBLE… BUT IS THE INDUSTRY WILLING TO TAKE ON THE CHALLENGE?
When ten black sports journalists gathered at Soho
Hotel in 2008, the term ‘diversity’ was not widely
used. At that meeting, which would become the
starting point of BCOMS, the mission statement
was simply to see more black people involved in the
sports media.
Back then there was no appetite for discussions about
how a non-diverse industry affects how stories are
told, right down to the quality and efficacy of our
businesses. Many emails were sent to industry bosses,
journalist associations and individuals in power by
BCOMS - but very rarely were they ever answered.
While we sensed there was a feeling of guilt about
the demographics of the industry - there was zero
urgency for change when it came to black people
Today, the diversity discussion is much more
commonplace and finally on the agenda - and thanks
to England footballer, Raheem Sterling, the sports
media is publicly taking a good hard look at itself.
BCOMS, too, has evolved. On our journey we have
gained an understanding of the importance of
intersectionality and why it is important to stand
alongside groups campaigning in LGBT+, gender and
disability.
These days the impact of under-representation is
rarely contested, however the damage caused by
ignoring the importance of inclusion and equality has
taken its toll on the sports media.
A quick look at BCOMS research into the
representation of BAME people at major sporting
events last summer (2018) and also in 2016 underlines
the extent of this.
Just one black sports journalist went to the FIFA World
Cup in Russia from a total of 63 writers sent from
the national mainstream press. From that total three
were BAME and three women. The sporting context
to compare those stats against here is just under half
of the England squad were from black or mixed race
backgrounds. It makes for uncomfortable reading.
One major positive from BCOMS’ research was the
significant increase in women at the major tour-
naments compared to two years prior. The 8.8%
increase was overwhelmingly from broadcasting roles,
with the newspapers showing minimal improvement.
However, the proof was there in front of us - change
really is possible.
So now we call on the industry to apply the same
energy and focus to all areas of diversity - so that
BCOMS’ next piece of research in 2020 charts similar
increases across the board. And while, as an unfunded
network, there is only so much we can do - BCOMS
is fully committed to working with all sections of the
sports media to achieve this.
A starting place to take on this direct challenge is
this guide. It is BCOMS’ second diversity guide and the
ideas generated come from a range of contributions,
mainly taken from our D Word 3 conference held at BT
Sport in 2018. That day, more than 300 bright minds
from across the industry came together to share good
practice, ask difficult questions and think innovatively.
Please don’t let this guide sit in a file
that you never open, or find itself in the
recycling bin. Make it highly visible and
use it as a reminder to everyone in your
workplace that we have work to do.
No one will solve the diversity challenge
for us - we all have a role to play here.
The health of the industry relies on us
getting this right, and swiftly.
Leon Mann, Founder
BCOMS
(Black Collective of Media in Sport)
03
Who are BCOMS?
The Black Collective of Media in Sport (BCOMS)
was founded in 2008 by like-minded sports
media professionals, concerned by the under-
representation of black people in their chosen career
field.
BCOMS members include award-winning journalists,
producers, presenters, researchers, production
managers and editors from high profile media
corporations including the BBC, Sky, ITV, Channel 4,
major independents and major titles from the written
press.
BCOMS believes that African and Caribbean people are
significantly under-represented in the sports media
despite disproportionate interest in, and achievement
from, the community on the field of play.
As a network, we feel the lack of diversity across the
sports media – both in front of and behind the camera,
in the written press, online and in radio – has reached a
critical point. And while diversity is a hot topic in most
sectors, astonishingly sports media has never been put
under the microscope.
An independent group, BCOMS is committed to
changing the status quo through:
• Innovative networking, sharing contacts and
opportunities.
• Developing relationships with media organisations,
educational establishments, existing trade union
bodies and key decision-makers.
• Promoting the message that a more diverse
workforce is proven to yield better results.
• Creating pathways and mentoring young people
seeking a career in sports media.
BCOMS aims to be the first port of call both for
black professionals in the sports media and talented
newcomers looking to develop their careers. The group
has established great relationships across the sports
media and is keen to develop further partnerships
across the industry.
While BCOMS has a specific remit in representing the
black community, our members feel strongly about all
strands of diversity, including gender, disability, sexual
orientation and religion.
THANK YOU
The D Word 3 conference and guide would not be
possible without the support of IMG, BT Sport, Refresh,
Fare Network and the SJA. BCOMS would also like to
thank the Mayor of London for hosting the launch of
the guide at City Hall.
A final thank you to all the contributors to this guide
and our incredible BCOMS supporters. We rely on
volunteers and the good will of those in the industry
and community - it is something we never take for
granted.
04
CONTEXT: Facts and Figures
BCOMS have put together some facts and figures to give you a snapshot of the sports media across major
international events in 2018 – specifically focusing on BAME and female journalists.
The statistics are reflective of the 338 roles across broadcast and written media who covered – the FIFA
World Cup, Winter Olympics and Paralympics, Wimbledon, Commonwealth Games and the inaugural European
Championships.
These numbers are based on who eight major national newspapers titles and the leading broadcasting networks
- with coverage rights - sent to cover these major sporting events.
It is important to note that our figures do not account for positions behind the camera or in the industry’s
newsrooms - both areas where a lack of diversity is well known.
Figures compiled by
Ahmed Shooble and
Ashanti George-Fauré
on behalf of BCOMS
(Data correct as of 3 October 2018)
0 BAME females
across 109 roles in the
newspapers
1 BLACK WRITER
across 63 roles
AT THE FIFA WORLD CUP
7 OF THE
338 roles given to
Asian sports journalists
(2%)
3 female writers from the NATIONAL UK sports media went to the FIFA World Cup
21.4% of LGBT respondents to the same survey said they are not ‘out’ to anyone at work.
44.7% of respondents to a survey by network group Sports
Media LGBT said they had personally witnessed or been
subjected to anti-LGBT language or behaviour in a sports media
industry workplace setting in the last two years.
5 of the 338 roles given to black sports journalists without a professional
sports background (1.5%)
(8.8%)
WOMEN
98 338 28.9%
OUT OF
increase from 2016 research
OUT OF32 9.4%(0.2%)
BAME
338 OUT OF
decrease from 2016 research
3.25%(1.95%)
BAME WOMEN
11 338
increase from 2016 research
05
communities who feel marginalised is not easy.
Identify credible partners, with a track record
of delivering, to take on this challenge with the
professionalism needed.
• Make progress in increasing diversity a big part
of your legacy. Nail this challenge and you will
improve your business massively.
“[While the UK is] the most successful, diverse, multi-
cultural country on earth [...] you wouldn’t know it if
you turned on the TV. People in the TV world often
aren’t the same as people in the real world [...] I should
know, I live in the TV world. And although there’s a lot
of reality TV, TV hasn’t caught up with reality.”
Idris Elba, making a passionate speech to MP’s.
LEADING ON DIVERSITYOur opening panel, hosted by Benny Bonsu – the UK’s
first black female sports editor, joining GiveMeSport.
com as Women’s Sport Editorial Lead - brought
together well-known figures from across the sports
media industry to focus on the role that leadership
across the industry plays in changing the status quo.
Simon Green – Head of BT Sport
Anna Ward – Head of Production, IMG
Shaun Custis – Head of Sport, The Sun
Stephen Lyle – Head of Sport, Channel 4
Steve Smith – Director of Content, Productions and
Operations at Sky Sports
Shelley Alexander – Lead for Diversity and Women’s
Sport, BBC Sport
BCOMS recommendations:
• Real diversity isn’t a tick box exercise. People are
not diverse, people bring diversity. Be honest and
brutal in reviewing the diversity of every level of
your business.
• Targets are important to all businesses. This
principle should be applied to diversity and
treated with the same level of scrutiny and
professionalism as all other business objectives.
• Do not create a hierarchy of protected
characteristics. To achieve real diversity, each area
needs to be worked on.
• An internal audit is a great first step to tackling a
lack of diversity.
• The positives of a more diverse leadership can
filter down throughout the corporation.
• Diversity is essential within your interviewing
panels and boards.
• Work with experts. Addressing deep rooted issues
such as unconscious bias and gaining the trust of
06
• Networking events specifically targeting under-
represented groups could help to build a wider
pool of potential applicants. These events - if
delivered by the most effective partners - could
also help to build trust with media outlets.
• Mentoring is a powerful way to create impact
inside and outside of an organization.
• Diversity can be your USP
• All jobs should be advertised externally, purely
promoting internal staff will only maintain the lack
of diversity in your business.
“If you have diverse talent right in the heart of the
creative process (and when I say diverse talent I mean
different voices; diversity of thought), then you’re
in a much better place to create something that is
absolutely going to engage [more audiences].”
Channel 4’s Off Screen Diversity Executive, Nina
Bhagwat.
FINDING SOLUTIONSThe sports media has a problem, and knows it. Anne-
Marie Batson, football reporter for BBC Sport and The
Voice, hosted our workshop examining the existing
resources and schemes in place to improve diversity in
the sector.
There has not yet been an industry-wide report on
sports media, but a BFI commissioned report from
2017 on the film industry described problems similar to
those we see in the sport sector, “Nepotism, word-of-
mouth employment practices and the widespread use
of unpaid work experience have created a ‘pandemic
lack of inclusion’…” The report was backed by film
producers Barbara Broccoli and Kathleen Kennedy and
shared with the Culture Secretary.
Ebony Amoroso – Director of Diversity and Inclusion,
Endeavor
Jon Holmes – Digital Editor, Sky Sports and founder of
Sports Media LGBT+
Louise Sutton – Editor, Final Score, BBC Sport
Sachin Nakrani – Deputy Sports Features editor, The
Guardian
BCOMS recommendations:
• It is the barriers blocking the talent pipeline,
rather than a lack of talent, that is preventing the
industry from being more diverse.
• Media outlets need to consider where they
advertise jobs. Are you likely to attract a diverse
range of candidates where adverts are currently
being posted?
• Are regular application forms too focused toward
written submissions? Would an option to submit
video or audio links help identify the strongest
applicants for roles such as video editing,
producing or broadcasting opportunities?
07
THINKING GLOBAL The sports media is truly global. So what opportunities
lie overseas for aspiring journalists wanting to break
into the industry? Piara Powar, Executive Director of
the Fare network, hosted this panel.
Carrie Brown - Broadcaster, beIN Sport
Drew Christie - Director, Crizzy Media
Samantha Johnson - Broadcaster, TRT World
BCOMS recommendations:
• Many of those aspiring to work in the sports
media rarely look beyond British shores and as a
result miss out on career-changing opportunities
overseas.
• The respect international outlets have for the UK
media has resulted in those moving abroad gaining
opportunities they simply weren’t considered for
at home.
• For many of the panelists and contributors at the
conference the international broadcasters had far
greater diversity within their businesses, and the
benefits of this were evident.
• Building profile, skills and experience with
overseas outlets means you can potentially
accelerate your career progression.
• Living overseas can have huge personal
development benefits.
• There are many positives to working abroad but
there can be significant challenges too. Some
countries have oppressive laws against LGBT+
communities, or poor human rights for women.
08
GOING DIGITAL
Under representation in traditional sports media is
well documented, but what is the picture in the digital
world? Poet, Presenter at Copa90, assessed the
situation.
Robbie Lyle – Presenter, Arsenal Fan TV
Jerry Newman – Director of Sports Partnerships,
Felicia Pennant – Editor, SEASON zine
Joel Beya – Presenter, Cheeky Sport
BCOMS recommendations:
• Digital platforms have created a level playing field
for individuals to share their content.
• Influencers such as Poet, Robbie Lyle and Joel
Beya have kick-started highly successful careers in
the digital world that have led to opportunities in
the traditional media.
• Felicia Pennant has successfully launched SEASON
zine on digital platforms and encourages others to
follow her lead.
• Digital organisations can be more progressive on
diversity. For example, Facebook use a positive
action initiative similar to a version of the NFL’s
Rooney Rule to ensure they are speaking to
candidates from under-represented groups.
• While there are many examples of highly
successful male influencers in sport, female influ-
encers are largely under-represented. Are the
brands and digital outlets aware of the gap in the
market?
09
“Everyone wanting to pursue a career in broadcasting
should have a fair and equal opportunity to do so,
whatever their background. Yet the figures show some
groups may be experiencing barriers – both in entering
the industry and allowing them to progress once they
are in.”
Guidelines for the broadcasting industry produced by
Ofcom, in partnership with the Equality and Human
Rights Commission.
MOVING FORWARDSamantha Johnson, broadcaster for TRT World,
based in Istanbul, hosted our final workshop looking at
practical ways to create change.
Ebony Rainford-Brent – Broadcaster, BBC Test Match
Special
Mark McAdam - Sky Sports News and sports editor of
Attitude Magazine
Jordan Jarrett-Bryan – Reporter, Channel 4 News
Reshmin Chowdhury - Presenter at BT Sport and
BBC Sport
Paddy Barclay – Chair of the Football Writers’
Association
Niall Sloane – Director of Sport, ITV
Ideas to kick start your diversity drive:
Blind CVs Blanking out an applicants’ name and
demographic removes the element of subconscious
bias and is proven to increase diversity in interview
opportunities and employment.
Rooney Rule While the US version of the Rooney Rule
is not legal in the UK, organisations can use positive
action schemes, such as the EFL’s Recruitment Code,
to proactively support diversity in recruitment.
Traditional recruitment is out of date Organisations
should explore new and creative ways to recruit in
order to attract a more diverse pool of applicants.
For example one leading football NGO removes the
word “football” from its job adverts to emphasise and
encourage applicants who excel in the skillset required,
regardless of how they feel about the game.
Training and Masterclasses Hosting skills workshops
for potential employees, including those who applied
for jobs and didn’t make the grade, are a great way to
further the talent pool.
Shadowing Organisations should create time within
their annual calendar for minority groups to shadow
their employees in a range of roles.
“By far the biggest problem is the attitudes and hiring
practices of the gatekeepers. Too many hirers are
unable to believe that minority ethnic professionals
are capable of doing the job, no matter how much
experience or how successful.”
– BECTU, Britain’s media and entertainment union.
10
11
BCOMS ACTION
BCOMS has been active for more than a decade,
yet our work remains unfunded. Volunteers deliver
everything we do. But we are committed and will
continue to do all we can to push things forward.
The D Word 3 conference was our greatest success. To
bring 300 people across the industry together is no
small task. The ideas generated, quality of discussion
and strength of commitment in the BT Sport studios
on the day was sensational. But all of that will mean
very little unless the statistics start to change and we
see the diversity we all want become a reality.
So here is what BCOMS will do…
1. Never let the discussion around diversity in the
sports media fall off the radar. Until this is sorted,
we will continue raising this - week in, week out.
2. Find funding to significantly increase our activities
and impact. An organisation like our own should
not remain unfunded.
3. Ensure intersectionality is at the heart of all of
BCOMS’ work. We will not create a hierarchy
of importance within our campaigning and the
delivery of our activities.
4. Run regular masterclasses with aspiring sports
journalists who will bring the diversity needed to
the industry.
5. Continue to deliver D Word conferences where we
bring the industry together and share research on
diversity in the sports media.
6. Bring diverse aspiring journalists together with
suitable mentors from the sports media.
7. Arrange networking events for those wishing
to break into the sports media to meet and get
advice from those with experience of the industry.
8. Advertise jobs and events on BCOMS website and
across it’s social media outlets.
9. Continue to lobby senior decision makers and
work with them to tackle under representation in
the sports media.
10. Seek the support of sports rights holders to
understand the value greater diversity in those
covering their events and leagues brings to their
products.
BCOMS will deliver all of the above as part of our
contribution to addressing the lack of diversity in the
sports media.
This guide offers a number of ideas and challenges
to senior decision makers in the industry - we look
forward to reviewing what they have implemented at
The D Word 4.
“It’s going to take one big company to do some radical
things to show what can be done.” - Piara Powar,
Executive Director, Fare network
CONTACT
www.bcoms.co
@BCOMSTWEET
@OfficialBCOMS
Photo credits: Ernest Simons, Steven Kessel and Sylvester George
