Kick It Out
- Company typePrivate
- Founded1993
- HeadquartersNuneaton, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
Kick It Out firmographics
Firmographics- Name
- Kick It Out
- Legal name
- Kick It Out
- Website
- https://kickitout.org
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Kick It Out industry classification
Industry- Product category
- Sports Equality & Inclusion Services
- NAICS
- Sports and Recreation Instruction (611620), Educational Support Services (611710)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)
Keywords
Where Kick It Out is headquartered
LocationHeadquarters
- HQ city
- Nuneaton
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Kick It Out business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Distribution channels4 records
Marketing channels4 records
Kick It Out product offering
Product offeringCore offering
Kick It Out is an anti-discrimination charity for English football that provides a centralized incident-reporting service for discrimination in the professional game, grassroots football, and social media. It delivers equity, diversity, and inclusion (EDI) education through The Academy online learning platform and downloadable resources, serving football players, officials, coaches, fans, clubs, and youth programmes across England and Wales.
Product overview
Kick It Out is an anti-discrimination charity organization operating as a single unified service rather than a platform-plus-modules architecture. The organization offers The Academy as its primary online learning platform, alongside an Online Reporting Service for incident reporting, mobile applications for iOS and Android, and downloadable educational resources and toolkits. These services collectively support the organization's mission to eliminate all forms of discrimination within sport through education, reporting mechanisms, and awareness campaigns.
Differentiator
Problem solved
Functional benefit
Brands
- The Academy: Online learning platform launched in October 2022 offering courses on discrimination, equality, diversity and inclusion in football with over 5,000 people signed up.
Products and services
- The Academy Flagship online learning platform offering free courses on discrimination, equity, diversity, and inclusion in football. Designed for players, coaches, staff, parents, fans, and football stakeholders seeking domain-specific EDI training.
- Kick It Out Mobile App Mobile application available on Google Play and Apple App Store enabling users to report discrimination incidents and access Kick It Out resources on iOS and Android devices.
- Online Reporting Service Centralized digital reporting platform allowing players, officials, fans, and stakeholders to report instances of discrimination in football. The reporting data feeds into football authorities and can lead to sanctions; 2024/25 stats include 452 reports in the professional game, 325 in grassroots football, and 621 on social media.
- Educational Resources and Toolkits Downloadable resources and toolkits for clubs, coaches, and supporters, including the Diversity & Inclusion Calendar, Fundraising Pack, Supporting LGBTQ+ Inclusion guide, and Pro Clubs Pack with practical advice for standing up to abuse.
Quantifiable outcome
- 1,398 total reports across professional game, grassroots, and social media in 2024/25 season
Companies that use Kick It Out
Customer profileSegments5 records
Ideal customer profiles4 records
Kick It Out technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Kick It Out partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core and minor.
- Premier LeaguecoreOfficial partner providing support and backing for Kick It Out's anti-discrimination work. Premier League clubs are primary stakeholders in reporting and education initiatives.
- The FA (For All)coreFootball Association supporting Kick It Out as the governing body's anti-discrimination initiative. Provides institutional backing and integration with FA programmes.
- EFLcoreEnglish Football League partner supporting anti-discrimination efforts across all three professional leagues.
- PFAcoreProfessional Footballers' Association partner representing player interests in EDI initiatives.
- PGMOminorProfessional Game Match Officials Limited partner supporting referees and match officials in anti-discrimination work.
- LMAminorLeague Managers Association partner supporting football managers in EDI education.
- WSLminorWomen's Super League partner supporting women's football anti-discrimination initiatives.
- FSAminorFootball Supporters Association partner representing fan interests in anti-discrimination work.
- SkyminorBroadcast partner supporting anti-discrimination campaigns and raising awareness.
- McDonald's Fun FootballminorGrassroots football programme partner supporting accessible football and inclusion initiatives.
- FanaticsminorMerchandise partner for Kick It Out branded products and merchandise.
- UCFBminorUniversity campus football education partner supporting education and awareness.
- Football ManagerminorGaming partner for raising anti-discrimination awareness through football media.
- Sports InteractiveminorGaming partner for anti-discrimination awareness initiatives.
- Team LewisminorCommunications agency partner supporting PR and marketing efforts.
- Herbert Smith Freehills KramerminorLegal/professional services partner supporting organizational operations.
- Purpose UnionminorPurpose-driven communications partner for campaigns.
- LansonsminorPR communications partner supporting media relations.
- Greene KingminorPub chain partnership enabling Kick It Out reporting service to be accessible in 900 pubs, extending reach to grassroots settings.
Scale indicators6 records
Recent moves5 records
Expansion highlights6 records
Kick It Out competitors and assessment
Company assessmentBroad incumbents
- Beyond Sport: Global organisation supporting social impact through sport. Comparable thematic mission but at an aggregator/funding level rather than direct discrimination reporting.
- Stonewall: UK's largest LGBT rights charity. Operates with broader scope across society but works into football through campaigns such as Rainbow Laces, overlapping with Kick It Out's LGBTQ+ inclusion remit.
Direct peers
- Level Playing Field: UK charity promoting disability access and inclusion in sport. Operates in the same football-inclusion space with reporting, education, and club-partnership models.
- Fare Network: Football Against Racism in Europe — pan-European anti-discrimination body coordinating reporting and education across football associations. Comparable in mission but broader geographically.
- Show Racism the Red Card: UK charity delivering anti-racism education across sport, particularly football. Closest direct peer given shared mission of using football as a vehicle for anti-discrimination education.
- Women in Football: UK membership organisation advancing gender equality in the football industry. Shares Kick It Out's professional football stakeholder network and EDI advocacy function.
- Football v Homophobia: UK charity challenging homophobia in football through education, fan engagement, and club partnerships. Closely overlapping audience and stakeholder ecosystem with Kick It Out.
- Her Game Too: UK-based campaign tackling sexism and misogyny in football. Operates as a movement/charity with similar reporting and awareness functions, focused on a different discrimination vector.
Others
- Kick It Out (FARE member network): Through its association with Fare Network, Kick It Out sits alongside sister national bodies (e.g., Scotland's Show Racism the Red Card equivalent, Germany's FARE partner organisations) that perform analogous functions in their home markets.
- Anti-Bullying Alliance: UK coalition of organisations working to prevent bullying. Operates in a related inclusion/education space with similar charitable structure, though broader than sport.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Kick It Out social profiles
Digital presenceKick It Out financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kick It Out leadership team
Management profileNumber of profiles
Profiles8 records
Kick It Out funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kick It Out M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Kick It Out
What does Kick It Out do?
Kick It Out is an anti-discrimination charity for English football that provides a centralized incident-reporting service for discrimination in the professional game, grassroots football, and social media. It delivers equity, diversity, and inclusion (EDI) education through The Academy online learning platform and downloadable resources, serving football players, officials, coaches, fans, clubs, and youth programmes across England and Wales.
Is Kick It Out a public or private company?
Kick It Out is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Kick It Out founded?
Kick It Out was founded in 1993. It employs 11 to 50 people.
Where is Kick It Out based?
Kick It Out is headquartered in Nuneaton, United Kingdom, in the Europe region.
Who are Kick It Out's main competitors?
Broad incumbents on record are Beyond Sport and Stonewall. Direct peers are Level Playing Field, Fare Network, Show Racism the Red Card, Women in Football, Football v Homophobia and Her Game Too. Others are Kick It Out (FARE member network) and Anti-Bullying Alliance.
Does Kick It Out have an API?
No public API is recorded for Kick It Out.
What industry is Kick It Out in?
Kick It Out's product category is Sports Equality & Inclusion Services. Its primary akta.pro industry code is MPAKAKAK, Sports Fundraising & Development Services (Foundations, NIL Collectives Support). Its NAICS code is 611620 and its SIC code is 8200.