Tag Archives: BCOMS

D Word 3 event highlights the need for more diversity progress

‘We should live in a country where every person, regardless of their ethnicity or background, is able to fulfil their potential at work.’

So states the foreword of the independent review into race in the workplace by Baroness McGregor-Smith.

How far that aim is being achieved in the sports media industry – and how much more work is needed to realise it fully – is the focus of the D Word conference.

Organised by the Black Collective of Media in Sport (BCOMS) and sponsored by FARE, the European Football anti-discrimination and equality network, the 2018 event was staged at the BT Sport studios in East London.

Through a series of workshops, it explored the issue of diversity in all forms of sports journalism, with particular reference to gender, cultural background and disability.

The problem is a lack of representation in the sports media which, in general terms, remains overwhelming male, white and able-bodied.


Although no-one disputes the value of people from different backgrounds coming together to share their thoughts on diversity in sports journalism, there was a sense at D Word 3 that progress remains painfully slow.

Simon Green, head of BT Sport, spoke about his experience of being a panellist at last year’s event and reflected on some of the criticism he received.

He stressed, though, that this did not have a negative impact on him; rather, it made him more aware of the passions surrounding diversity issues within his industry.

Deputy Mayor of London for social integration Matthew Ryder spoke about the importance of diversity, mentioning his brother, a journalist, who has worked alongside Sir Lenny Henry on research into the topic.

No-one at the conference doubted the importance of workplace diversity as a reflection of wider society, but many took issue with Green and his fellow sports media bosses about how much is being done to achieve it.

Emotions ran high at various points as people criticised the senior industry figures gathered for not utilising their power and influence to change things more swiftly.

Steven Smith, director of content, production and operations at Sky Sports, claimed that representation of black and minority ethnic (BAME) groups, women and disabled people has improved over the past four years – albeit from an extremely low historical base.

D is also for ‘disabled’

Seeking greater diversity in any workforce is key to giving people the chance to achieve something big in their lives, regardless of gender, cultural background or disability.

The conference’s ‘Going Digital’ workshop showed how better progress on diversity is being achieved via new media platforms, but there was little discussion about disability.

It seems to lag behind race and gender in terms of importance in the diversity debate, but disabled people keen to achieve success in the sports media industry should not be overlooked

Perhaps this is why Dr Jacco van Sterkenberg’s talk on the media reinforcing stereotypes was so stimulating.

Disabled people suffer from the stereotyping, and this in turn prevents them from achieving their full potential in the workplace.

Hopefully, the next D Word conference will have some positive news on progress in this and other aspects of making the sports media more diverse.

D for Diversity or Delusion?

It would be wrong to deny progress is being made when it comes to diversity within the sports media.

According to data shared at the third annual D Word conference on minority ethnic, female and disabled representation in the industry, things are slowly changing.

Since 2016, there has been an 8.9% increase in the number of women working in UK sports journalism; this number includes a 1.95% rise in females from black, Asian and minority ethnic (BAME) backgrounds. However, overall BAME representation has actually decreased by 0.1%.

Sports journalism remains an overwhelming white, male business, so the question that really needed answering at the latest D Word event was: are we deluding ourselves about the pace of that progress, or even the genuine will to see things change when it comes to recruitment and progression?

When we will get a sports media that truly reflects the UK’s multicultural society and its gender balance, and gives disabled people more career opportunities?

Big hitters

The D Word conference is organised by the Black Collective of Media in Sport (BCOMS) which aims to promote BAME, gender and disability equality across sports journalism in print, online, on TV and radio.

Held at the BT Sport studios in East London, the event attracts big hitters from the industry, all keen to show they take the issue of representation within it seriously.

‘BAME TV sports pundits? Sure. BAME presenters, producers, editors and production staff? Far less likely. Why do these roles seem less accessible to non-white, female and disabled candidates?’

This year’s cast list included Simon Green, head of BT Sport, Shaun Custis, sports chief at The Sun, Stephen Lyle, head of Sport Channel 4, and Steve Smith, director of content, production and operation at Sky Sports, plus others important figures from BBC Sport, The Guardian and ITV.

However, the impressive roll call only serves to underline that most of the people in senior positions in the sports media still tend to be white and male.

A series of workshops took place, with titles such as ‘Finding Solutions’, ‘Thinking Global’, ‘Going Digital’ and ‘Moving Forward’ during which many interesting and viable ideas were put forward.

However, this being the third D Word conference, many people were starting to get very upset about the lack of progress that had been made; a reminder to those at the top that frustrations are growing.


The casual observer, particularly those watching sport on TV, might wonder exactly what the problem is; after all, non-white, non-male faces aren’t in short supply in front of the camera.

However, that’s a problem in itself. For example, black people in the sports media with no professional sports background remain very thin on the ground. BAME TV sports pundits? Sure. BAME presenters, producers, editors and production staff? Far less likely. Why do these roles seem less accessible to non-white, female and disabled candidates?

There were many more stats highlighted at the D Word conference to underline this disparity of opportunity.

Just three journalists sent to cover the 2018 Fifa World Cup by UK national newspapers were from BAME backgrounds, and only three were female. There was only one black British sportswriter out of around 60+ at the tournament

On a wider scale, only a handful of the 338 roles covering the FIFA World Cup, Winter Olympics and Paralympics, Commonwealth Games, Wimbledon and the inaugural European Championships in broadcast and written media were filled by BAME journalists.

There wasn’t a single woman from a BAME background involved in any of the written coverage of the major events looked at by BCOMS in 2018 across the national newspapers.

Diverse talent

The D Word conference is an event where leading figures from journalism, sport and academia take part in a collective debate on the future of the sports media and the opportunities to create a more diverse industry as it evolves to meet new consumer trends.

This would be fine, but the same debate is still being had third time around, and for some things aren’t changing rapidly enough – hence some of the frustrations on show.

‘Many of those heads of sport who spoke at the D Word conference about the positive steps already taken are deluding themselves when the stats show very little has changed’

However it wasn’t all doom and gloom at the conference. It was announed that London Sport and BCOMS have a new partnership to ‘support young BAME Londoners to forge careers in sport journalism’.

Leon Mann, the founder of BCOMS, said: “The sports media has a serious problem with under-representation, and BCOMS is committed to playing a role in changing that.

“The partnership with London Sport is highly significant for us, as this support allows our network to deliver some very practical outcomes, while helping to provide the industry with some new diverse talent.

“We cannot wait to work with the young people and see them thrive at the [next] London Youth Games and beyond.”

The partnership will identify aspiring sports journalists under the age of 25 and from diverse backgrounds who will receive training and mentoring from the BCOMS network.

Wider issue

This isn’t just a UK-based problem, though. In America, many reports have been published on sports media diversity. According to one from 2017, 85% of the sports editors, 76% of assistant sports editors, 80% of the columnists, 82% of the reporters and nearly 78% of copy editors and designers are white.

At least in the UK, organisations such a BCOMS and London Sport are working towards a more diverse sports media industry.

However, I believe the way that many of those heads of sport who spoke at the D Word conference about the positive steps already taken are deluding themselves when the stats show very little has changed.

A new approach is needed in which senior sports media bosses look more closely at their recruiting processes and seek to avoid simply perpetuating the mainly white, mostly male teams they currently have in place.

This can only start from accepting that currently they are failing to back up their well-intentioned pledges about making the business more diverse.

The D Word conference is undoubtedly good for diversity as it highlights the tensions between the progress made (some) and still needed (plenty) in the sports media industry.

Will some of those tensions have been addressed by the time the next D Word events takes place?

More diversity progress needed in sports media

How hopeful can aspiring sports journalists from black and minority ethnic (BAME) backgrounds be about getting into the media industry and building successful careers?

On the one hand, many of the delegates I met at DWord2 – the second conference on diversity organised by the Black Collective of Media in Sport (BCOMS) – spoke about opportunities and a widening of the industry’s ethnic and cultural mix.

On the other, research shared by BCMOS founder Leon Mann painted a bleaker picture.

 Among the 450-plus written and broadcast UK media personnel covering this year’s European Football Championship, Wimbledon, the Olympics and Paralympics, BAME representation was just 9.6%.

There were no non-white females covering any of the events for newspapers, only two BAME males reporting for papers at Euro 2016 and one white female. The figures for BAME and women reporters were boosted somewhat by 19 working in TV commentary roles across the four major events.

DWord2, held at the BT Sport studios in Stratford, brought together some of the most influential figures in the sports media industry to discuss its lack of diversity and underrepresentation.

BCOMS Findings
BCOMS facts and figures for Euro 2016, Wimbledon, Olympics and Paralympics

As a young BAME woman with ambitions to work in the sports media, I sense that there is progress being made.

We are in a better position than before, but as the statistics showed, a lot of work still needs to be done.

The Daily Telegraph’s Jonathan Liew summed up the sports media industry pretty succinctly when he said: “They’re white men.”

Glimmer of hope

Whether it’s BBC executive Shelley Alexander, or freelance reporter and producer Benny Bonsu, a more truthful and accurate representation of our society in the media is a must.

From a personal perspective, their success gives aspiring black female sports journalists like myself a glimmer of hope, that, regardless of our race or background – and so long as we are great at what we do, are determined and get guidance and support –  we can one day turn our dreams into reality.

“Young sports journalists like me, aiming to break into a traditionally white, male-dominated industry are doing so at the right time”

Working at the DWord2 event gave me the chance to speak to Kadeem Simmonds, the UK’s first black sports editor of a national daily newspaper (The Morning Star), as well as Rodney Hinds, sports editor of Britain’s biggest and most recognisable black newspaper, The Voice.

Both of these inspirational figures gave me a sense optimism.

Although there’s still a long way to go, looking ahead, and with further backing and support from campaigning organisations such as BCOMS, we may come to find more journalists from BAME backgrounds in position of power and influence.


I spoke to a number of journalists, as well as people who work in different areas of the media from the BBC to Uefa, many of whom said that they had not found it difficult getting into the jobs they currently do.

Neither did they feel that they had missed out on opportunities because of their race or gender. I found their experiences uplifting.

“I hope that, with a lot of hard work and dedication, I will one day be an inspiration for the aspiring young journalists from BAME backgrounds aiming to follow in my footsteps”

As the day continued, I took a step back and I realised that I was surrounded by black excellence, respected by their peers throughout the sports media industry.

In the final year of my BA Sports Journalism degree course at the University Arts of London, they gave me belief that the journey I’m on can lead to a successful outcome.

Young sports journalists like me, aiming to break into a traditionally white, male-dominated industry are doing so at the right time.

This is because pioneers, like many of those attending DWord2, have blazed a trail for us and are actively working for fair and equal opportunities.

Yes, the passionate debate on underrepresentation and the need for more diversity in the sports media stems from deeply embedded institutional problems.

But the fact that the conference attracted so many of the industry’s big hitters, including Philip Bernie, head of TV Sport at the BBC, BT Sport chief Simon Green, and C4 commissioning executive Andy Stevenson, showed the issues are being taken seriously.

I hope that, with a lot of hard work and dedication, I will one day be an inspiration for the aspiring young journalists from BAME backgrounds aiming to follow in my footsteps.

For more on the work of the BCOMS, visit their website.