ALBION will show their support for Kick It Out’s ‘Season of Action’ at Saturday’s Barclays Premier League home match against Tottenham (ko 3.07pm).
The 2013/14 campaign marks 20 years of Kick It Out, an initiative launched in 1993 with the aim of kicking racism out of football, challenging racially-motivated abuse and behaviour on the pitch, the stands and within the game’s administration.
Both Albion and Spurs players will wear promotional Kick It Out t-shirts during their respective pre-match warm-ups at The Hawthorns.
Kick It Out Chair Lord Herman Ouseley said: "Nowadays, football is a much more enjoyable experience, whether watching or playing, but there is still work to do be done and we need the next generation of players, fans and everyone associated with the game to lead this.”
Saturday’s activities will underline Albion’s commitment to equality, diversity and inclusion. As part of this remit, the club seek to confront and eliminate all forms of discrimination.
The Albion Foundation, the club’s charitable arm, support the Kick it Out campaign throughout the year. The positive messages of respecting everyone regardless of race, colour, nationality, religion or belief, sex, sexual orientation, marital status, age, ethnic and national origin, disability or gender reassignment are embedded in their many educational and sporting programmes.
Rob Lake, Director of The Albion Foundation, said: “The Kick It Out campaign has made a big difference at all levels of the game over the past 20 years.
“We are delighted to promote their Season of Action on Saturday and it will also help bring into focus the work we conduct in schools and the local community throughout the year in tackling, and educating people about, all forms of discrimination.”
The Foundation run an Albion Ambassadors Programme in primary schools which promotes young leaders and focuses on good citizenship. One of the key focuses in the curriculum is tackling racism.
The Foundation’s Kickz programme works in partnership with an organisation called Rewind to deliver workshops, and the Foundation have also hosted a Show Racism the Red Card event at The Hawthorns.
The Kicks Rewind Cup was organised in August last year, an event where participants got actively involved in discussions while using the love of football to break down potential ethnic barriers. Among other activities, a day trip to Liverpool was arranged explaining the history of slave labour in the area and tied in with Black History Month.