Kick It Out

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

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

• Anti-discrimination reporting
• Equality diversity inclusion
• Football EDI education
• Discrimination incident reporting
• Sports inclusion charity

Headquarters

HQ city

Nuneaton

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Distribution channels4 records

Marketing channels4 records

Core 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

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

19 partnerships are on record, tiered core and minor.

• Premier LeaguecoreStrategic or Co-development PartnerOfficial 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)coreStrategic or Co-development PartnerFootball Association supporting Kick It Out as the governing body's anti-discrimination initiative. Provides institutional backing and integration with FA programmes.
• EFLcoreStrategic or Co-development PartnerEnglish Football League partner supporting anti-discrimination efforts across all three professional leagues.
• PFAcoreStrategic or Co-development PartnerProfessional Footballers' Association partner representing player interests in EDI initiatives.
• PGMOminorStrategic or Co-development PartnerProfessional Game Match Officials Limited partner supporting referees and match officials in anti-discrimination work.
• LMAminorStrategic or Co-development PartnerLeague Managers Association partner supporting football managers in EDI education.
• WSLminorStrategic or Co-development PartnerWomen's Super League partner supporting women's football anti-discrimination initiatives.
• FSAminorStrategic or Co-development PartnerFootball Supporters Association partner representing fan interests in anti-discrimination work.
• SkyminorGTM or Marketing PartnerBroadcast partner supporting anti-discrimination campaigns and raising awareness.
• McDonald's Fun FootballminorGTM or Marketing PartnerGrassroots football programme partner supporting accessible football and inclusion initiatives.
• FanaticsminorChannel Partner/ Reseller/ DistributorMerchandise partner for Kick It Out branded products and merchandise.
• UCFBminorGTM or Marketing PartnerUniversity campus football education partner supporting education and awareness.
• Football ManagerminorGTM or Marketing PartnerGaming partner for raising anti-discrimination awareness through football media.
• Sports InteractiveminorGTM or Marketing PartnerGaming partner for anti-discrimination awareness initiatives.
• Team LewisminorGTM or Marketing PartnerCommunications agency partner supporting PR and marketing efforts.
• Herbert Smith Freehills KramerminorImplementation/ SI/ Consulting PartnerLegal/professional services partner supporting organizational operations.
• Purpose UnionminorGTM or Marketing PartnerPurpose-driven communications partner for campaigns.
• LansonsminorGTM or Marketing PartnerPR communications partner supporting media relations.
• Greene KingminorChannel Partner/ Reseller/ DistributorPub 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

Broad 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

• Xx.com/kickitout
• YouTubeyoutube.com/user/KickItOutOfficial
• Facebookfacebook.com/kickitoutofficial
• Instagraminstagram.com/kickitout
• TikToktiktok.com/@kickitoutofficial
• LinkedInlinkedin.com/company/kick-it-out

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kick It Out