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A question of talent

Our executive director of partnerships introduces the Talent Inclusion Advisory Group that'll work on creating sports environments where everyone feels welcome so the best can thrive regardless of their background.

22nd May 2025

by Phil Smith
Executive director of partnerships, Sport England

Recently, the sports headlines have been full of stories about diversity and inclusion. 

Earlier this month, Maro Itoje was announced the first black man to captain the British and Irish Lions and Zhao Xintong became the first player from China to be the world snooker champion. Also this May the Gaelic Games is voting on whether women can play in shorts or skirts.

These are great news, but isn't it weird that to date, the only male professional footballer who felt able to come out as gay was Blackpool’s Jake Daniels, back in May 2022?  

Group photo of the members of the Talent Inclusion Advisory Group and Sport England representatives

 

These stories tell us something about sport being for everyone and yet, sometimes, how it really isn’t.

The importance of representation

Sport England works hard to broaden the appeal of sport for people just playing for fun and to create the conditions where anyone feels they can belong.

But is the talent system different though? Isn’t talent and performance sport about just being the best?

Sport England thinks it should be.

Performance sport should be the ultimate meritocracy, where our representative teams and top athletes are the very best of us.

But if this was already the case, would 33% of Team GB medallists in Paris 2024 have been privately educated, compared to 7% of the population

Or would there be only 21 British Asian male cricket professionals when more than 30% of all cricketers in England are Asian?

These are just examples of a wider problem of representation in sport in this country and that’s why this is an area in which Sport England works hard to support the change that is needed.

Why does this matter?

Some will say stories of professional sport are not in the Sport England remit, but they matter for the same reason that our long-term strategy – Uniting the Movement – has inclusion and diversity as its central theme.

Performance sport should be the ultimate meritocracy, where our representative teams and top athletes are the very best of us.

We know that playing sport can have a profound positive impact on individuals' lives and on our communities. That when we move, we are stronger.

But more than that in performance sport, don’t we want to see England and GB teams that look and sound like the nation we are?

We are already proud of all our teams, of players and athletes that have got where they are through their talent and dedication.

England and GB over-achieves already, thanks to a talent system that produces winning teams and great champions.

I say this because only the super powers of USA and China have won more medals than Great Britain in the last four Olympic and Paralympic Games, while England and GB teams have won numerous World and European titles in a wide range of sports.

But we think that we can be even better and win even more, if we choose from the biggest squad possible.

That means removing barriers, giving opportunities to everybody in our society, spotting any possible biases and levelling the playing field so everybody with talent has a chance.

What is the Talent Inclusion Advisory Group?

We care about representation and inclusivity, but not only when the calendar says there’s a particular date we must respond to.

Our job means we tackle inequality all year around and our new Talent Inclusion Advisory Group is born to hold us accountable to this compromise and to our principles and mission. The group has come together to help us do exactly that by bringing experience and expertise from several industries and walks of life.

Together they’ll produce a ‘playbook’ containing research, stories, insights and investment ideas that the sport industry can use to create change, and to win.

The group is advising the Sport England talent team, led by Olympian Diane Edwards, who started and led her own foundation to give Manchester young people opportunities in sport.

Chaired by Dr Tunde Okinwale, an award-winning barrister and social entrepreneur who grew up on a Hackney council estate, the group contains expert individuals from education, media, psychology and finance. They are:

  • Alice Dearing – co-founder, the Black Swimming Association
  • Ade Ahmadu – certified program director and senior program manager, Prince 2
  • Andrew Isama – economics teacher, Eton College
  • Carly Tait – diversity and inclusion business partner, JD Group
  • Helen Williams – Equality Advisory Group (independent), Football Association Wales
  • Kevin Analuwa – non-executive director, British Wheelchair Basketball
  • Rozana Green – diversity and inclusion outreach lead, BBC Employer Brand
  • Tim Lawler – MBE, CEO of Sports Aid and chair of the LTA Tennis Foundation.

So what does success look like for our group?

In the last decade we’ve witnessed women’s football soar in popularity, but many may not know that it was banned for 50 years!

I’m very proud to say that Sport England’s effort and investment has supported and fuelled that change.

And it’s also worth saying that in 2017 there were very few women, culturally diverse individuals or disabled people on sport boards.

In our system partners, thanks to Sport England’s work, these numbers are over 40%, over 15% and over 16% respectively.

So change is possible.

The addition of new people, with different backgrounds and experiences, has made sport more representative, more relevant and stronger.

We aim to do the same for our future GB and England teams.

If we are successful, they will look and sound like all of us and they will win even more.

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