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Fans for Diversity

The Fans for Diversity campaign is a partnership between the Football Supporters’ Association and Kick It Out. Its aim is simple – to celebrate diversity in football to ensure all fans feel safe and welcome at the game, regardless of; age, disability, gender, race, faith, sexual orientation or any other protected characteristic.

Football tribes, football colours and the love for your team – those are the only things which should separate one fan from another.

We understand the euphoria football can bring and the passion of being part of a community; shared experiences, the highs and the lows, all ‘in it’ together. We believe no one should feel excluded from something which connects people in a way nothing else can.

That’s the aim of the Fans for Diversity campaign, to support and empower people to enjoy a fantastic matchday experience – to overcome exclusion or a perception of exclusion, to engage clubs and other supporters to welcome those who might believe football is for ‘them’ not ‘me’.

This is not about sanitising the game and taking away what makes being in a football ground special; the raw atmosphere of defiance and jubilation which home teams want to build, and which away teams want to challenge.

It’s about acknowledging and developing matchdays which can be enjoyed by everyone – whether you want to bounce for 90 minutes after a few pints or give the mascot a cuddle and sit with the family. Pies and pakoras; Bovril and beer; a rainbow flag? It matters not once we’re in the stadium, we’re all fans with the same goal.

Being visible, being welcomed, being accepted. It’s a difficult journey for some and we want to make it easier, making football a place where people can enjoy our national game without fear of discrimination and abuse.

My Club, My Shirt: Fans for Diversity-led project

Since its debut at Cardiff City many clubs and fan groups have taken part in My Club, My Shirt producing a wide gallery of supporter portraits from across the country – Newport County, Carlisle United, Nottingham Forest, Bristol Rovers, AFC Wimbledon, Bath City, Blackburn Rovers, Wolves, Lincoln City and Lionesses fans.

Want to get involved in Fans for Diversity? We’d love to hear from you

We have a small grant fund to help with your ideas so if you would like to create an event, a project or start a supporter group please email: [email protected]

Latest news: Fans for Diversity

Fans for Diversity presents: ENG-ER-LAND

Hannah Kumari’s smash hit solo-show about football and identity comes to London’s King’s Head Theatre for South Asian History month (July 25th – August 10th), starring Nikhita Lesler as Lizzie in a new production from director Max Lindsay.

Fans for Diversity: Fans visit Bergen-Belsen

You may be familiar with our Free Lions Fans’ Embassy – a mainstay of major tournaments – but Euro 2024 also provided our Fans for Diversity team a chance to take part in a special event commemorating the victims of the Holocaust in Bergen last week.

A matchday out with Bangla Bantams

Fans for Diversity is a joint campaign between the Football Supporters’ Association and Kick It Out, which aims to ensure all supporters can feel welcome and safe at the match. On Saturday campaign manager Hannah Kumari visited Bradford City, taking in the match and a visit to BEAP Community Centre, alongside FSA associate members Bangla Bantams.

“For the Love of the Game”: Fans have key role in hate crime fight

The ‘For the Love of the Game’ event was held in the National Football Museum last month to present the findings of a series of workshops on hate crime in football with fans in Liverpool, Glasgow, Leeds and Berlin.

Funding partners

  • The Football Association
  • Premier Leage Fans Fund


  • Gamble Aware
  • Co-operatives UK
  • FSE
  • Kick It Out
  • Level Playing Field
  • Living Wage Foundation
  • Pledgeball