Show Racism the Red Card

What Show Racism the Red Card does

Show Racism the Red Card (SRtRC) is a UK-registered charity founded in January 1996 by then-Newcastle United goalkeeper Shaka Hislop, headquartered in North Shields, Tyne & Wear, with approximately 56 employees and regional offices across England (North East, North West, Southern), Scotland (Glasgow), and Wales (Cardiff). It operates as the UK's leading anti-racism educational charity, delivering in-person educational workshops to more than 50,000 individuals per year across schools, workplaces, sports clubs, and public/third-sector organisations, and engaging over 1.4 million people cumulatively as of its 2026 30th anniversary.

Its product portfolio centres on workshop delivery (school workshops for Year 4 to Year 13, teacher training, equality training, corporate anti-racist leadership), supported by a digital Education Hub built on the Bubbleapps.io no-code platform providing free lesson plans and activities, a Voices platform for personal stories, and media products including the '25 for 25' podcast, a YouTube channel, and The Red Card Magazine. Annual campaigns include the UK-wide Wear Red Day (710,000 participants in 2024), the Month of Action in Wales and Scotland, and the UK-wide School Competition with national awards ceremonies. A published handbook, 'Tackling Racism Together' (September 2026), extends reach into consumer publishing.

Revenue is generated from a diversified mix of individual and organisational donations via the JustGiving platform and text-to-give, merchandise sales through its own online shop (priced £1–£70), and fee-based workshop and training programmes for schools, workplaces, sports clubs, and public-sector organisations. Strategic partnerships with SPFL, SWPL, FAW, PFA, UNISON, SQA, NEU, Welsh Government via the PAWB Cymru programme, and Leeds Beckett University's CRED provide distribution leverage, content endorsement by professional footballers, and institutional credibility. The charity operates without parent companies, venture funding, or external shareholders, governed by its Board of Trustees.

Name

Show Racism the Red Card

Legal name

Show Racism the Red Card

Website

https://theredcard.org

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

Show Racism the Red Card is a UK-wide anti-racism educational charity, founded 1996, delivering workshops, teacher training, and digital resources to schools, workplaces, football clubs, and public-sector bodies across England, Scotland, and Wales.

Ownership category

akta.pro rank

Product category

Anti-Racism Education & Training Services

NAICS

Human Rights Organizations (813311), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Special Needs & Inclusive Learning Trade (Dyslexia, ADHD, ASD Supports) (EDAGAIAL)

akta.pro secondary industry

Special Needs & Inclusive Educational Programming (MPABAKAJ)

Keywords

• Anti-racism education
• Educational workshops
• Equality training
• School workshops
• Diversity programmes

Headquarters

HQ city

North East England

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Donations: Individual and organisational donations collected via JustGiving platform and text-to-give campaigns. Wear Red Day drives annual fundraising.
2. Merchandise Sales: Sale of branded merchandise including t-shirts, hoodies, calendars, pin badges, wristbands, snoods, beanies, baby onesies, and sport bibs through the online shop.
3. Workshop and Training Fees: Educational workshops delivered to schools, workplaces, sports clubs, public sector, and third sector organisations. Teacher training programmes and anti-racism leadership training offered.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Show Racism the Red Card (SRtRC) is a UK-wide anti-racism educational charity that delivers in-person workshops, teacher training, workplace equality training, and creative competitions to schools, employers, sports clubs, and public sector organisations. It supplements these programmes with free digital resources (Education Hub), bilingual Welsh/English education packs, podcasts, magazines, and merchandise sold through an online shop. The charity leverages the profile of professional footballers and sports partnerships to amplify its anti-racism educational mission.

Product overview

Show Racism the Red Card (SRtRC) is a single, unified anti-racism educational charity offering a coordinated portfolio of in-person programmes, digital platforms, and published resources. The core offer consists of workshop delivery and teacher training programmes across schools and workplaces, delivered in England, Scotland, and Wales. These are supplemented by the Education Hub — an online platform providing free lesson plans and activities — and by the annual School Competition, which spans England, Scotland, and Wales with region-specific versions. Regional operations in Wales encompass additional structured offerings including Pupil Workshops, the Leaders of Now ambassador programme, School Staff Training, and Public/Third Sector and Corporate Training, alongside the Wales Education Packs (bilingual Welsh/English topic packs) and the Month of Action Cymru campaign. Scotland runs its own Anti-Racist Creative Competition in partnership with SQA and the Scottish FA. SRtRC also produces media products including the 25 for 25 Podcast (available on Apple Podcasts and Spotify), the SRtRC YouTube Channel, and The Red Card Magazine. The Voices platform (voices.theredcard.org) publishes personal stories about migration and racism. Fundraising campaigns include Wear Red Day (UK-wide annual event), the Month of Action in both Wales and Scotland, and the SRtRC Shop selling branded merchandise including the 30th Anniversary collection.

Differentiator

Problem solved

Functional benefit

Brands

• Education Hub: Online platform for teachers and educators with free access to resources, step-by-step guided lessons and activities for promoting anti-racism among young people.
• 25 for 25 Podcast
• Red Card Magazine
• Leaders of Now

Products and services

• School Workshops In-person educational workshops delivered in UK schools by educators and ex-professional footballers for pupils aged from Year 4 to Year 13, addressing racism and promoting anti-racist attitudes.
• Anti-Racism Teacher Training Professional development training for teachers, delivered as full-day INSET or twilight sessions, either in-person or through the Education Hub, equipping educators to deliver anti-racism education and handle racist incidents.
• Equality Training (Workplace) Workplace equality training workshops delivered by educators for employers, managers, supervisors, and front-line staff across organisations, addressing racism and inclusive workplace culture.
• Wales Pupil Workshops Bilingual Welsh and English interactive workshops for pupils from Foundation Phase through secondary school in Wales, addressing what racism is, how to be anti-racist, stereotyping, unconscious bias, and being an active ally.
• Wales School Staff Training Expert anti-racism training for Welsh school staff, tailored for all roles from senior leadership to support staff and governors, covering understanding racism, unconscious bias, embedding anti-racist practice, and handling racist incidents.
• Wales Public/Third Sector and Corporate Training Anti-racism training programmes for Welsh public sector, third-sector, and corporate organisations, including Anti-racism Training for Staff, Anti-racist Leadership Training, the Anti-racism Workplace Champions Programme, and Auditing and Action Planning Support.
• Leaders of Now (Wales) A longer-term pupil empowerment project in Wales, running from one term at primary level to a full school year at secondary level, in which anti-racism pupil ambassadors conduct research, plan anti-racism actions, and share their work with the wider school community.
• Wales Auditing and Action Planning Support Tailored auditing and action planning support for Welsh school and organisational leaders to assess current anti-racism practice, reflect on gaps, and develop a clear anti-racism action plan aligned with Welsh Government commitments.
• UK School Competition The UK's largest equalities-themed annual creative competition for young people from schools and educational settings across England, Scotland, and Wales. Free to enter, with categories spanning artwork, creative writing, film, music, and digital media; winners attend national awards ceremonies with prizes presented by professional footballers.
• Scotland Anti-Racist Creative Competition Scotland's annual creative competition for schools and colleges, run in partnership with SQA and the Scottish Football Association, encouraging young people to produce anti-racism themed art. Culminates in an awards ceremony at Barclays Hampden Park.
• Education Hub Online platform providing free access to anti-racism lesson plans, guided activities, and step-by-step resources for teachers and educators. Built on the Bubbleapps.io no-code platform and accessible at redcard.bubbleapps.io.
• Wales Education Packs Free bilingual (Welsh and English) education packs linked to the National Curriculum for Wales, covering topics such as the Olympics and Paralympics, Windrush, World Cup, Women's Euro, and 6 Nations Championship, designed to inspire meaningful conversations about racism and anti-racism.
• Tackling Racism Together (Handbook) Published anti-racism handbook for young people aged 9+ that encourages empathy and critical thinking about racism through real-life stories, practical examples and engaging activities. Developed with Words & Pictures (Quarto Group).
• Wear Red Day Annual national fundraising and awareness campaign held every October, inviting UK schools, organisations, and individuals to wear red, show anti-racism support, and raise funds for the charity.
• Month of Action Cymru (Wales) Annual nationwide campaign in Wales each October, delivered in partnership with the Football Association of Wales (FAW) through the PAWB Cymru programme. Football clubs at all levels take part in matchday activities and community actions to show commitment to anti-racism.
• SRtRC Shop (Branded Merchandise) Online shop selling branded merchandise including hoodies, T-shirts, calendars, sport bibs, pin badges, wristbands, snoods, beanies, baby onesies, and limited-edition items such as the 30th Anniversary collection, priced from £1 to £70.

Quantifiable outcome

• 3 in 4 teachers deal with racism in their school each year without proper training or support
• +2 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

15 partnerships are on record, tiered core.

• CDN (College Development Network) EDI Strategic NetworkcoreStrategic or Co-development Partner · 30 April 2026Led collaborative sector campaign across Scottish colleges for SRtRC's 30th anniversary. Black History Month/Anti-Racism Working Group developed launch video showcasing college contributions.
• SPFL (Scottish Professional Football League)coreStrategic or Co-development PartnerMatch Actions partnership during October and throughout the year. All SPFL clubs wear Show Racism the Red Card bibs during warm-ups and display anti-racism placards at kick-off. Club captains feature in united short film compiled by Sky Sports Scotland.
• SWPL (Scottish Women's Premier League)coreStrategic or Co-development PartnerMatch Actions partnership with all SWPL matches taking part in united anti-racism display. Women's football clubs participate alongside SPFL clubs in nationwide campaign.
• FAW (Football Association of Wales)coreStrategic or Co-development PartnerPAWB Cymru programme partnership supporting clubs to embed equality, diversity, and inclusion throughout Welsh football. October Month of Action campaign. Annual education resources and workshops.
• PFA (Professional Footballers' Association)coreStrategic or Co-development PartnerMatch Actions partner during October, raising awareness of football's commitment to anti-racism and SRtRC's educational campaign.
• UNISONcoreStrategic or Co-development PartnerTraining programme 'Challenging the Rise of the Populist Right' delivered to over 150 UNISON staff. 25+ local branch-level action plans developed. Nearly thirty-year support relationship. Participation in National Delegate Conference.
• SQA (Scottish Qualifications Authority)coreStrategic or Co-development PartnerPartnership with Scottish Qualifications Authority for Anti-Racist Creative Competition 2025/2026. SQA helps maintain standards across Scottish education with diversity and inclusivity embedded in practices.
• Scottish Football Association (SFA)coreStrategic or Co-development PartnerHosting awards ceremony at Barclays Hampden national stadium. Organising exciting prizes for competition winners including flag bearer opportunities at international fixtures.
• Barclays HampdencoreStrategic or Co-development PartnerVenue for Creative Competition Awards Gala, providing stadium tours for young people and hosting the annual celebration of creativity and inclusion.
• NEU (National Education Union)coreStrategic or Co-development PartnerPartnership for Wales Creative Competition 2026, challenging young people to use creative skills to stand up to racism.
• S4CcoreStrategic or Co-development PartnerPartnership for Wales Creative Competition 2026, celebrating Best Welsh Language Entry and Best Bilingual Entry.
• Words & Pictures (The Quarto Group)coreStrategic or Co-development PartnerPartnership to publish 'Tackling Racism Together' - new anti-racism handbook for young people aged 9+ written by A.M. Dassu.
• Newcastle UnitedcoreStrategic or Co-development PartnerClub providing £100 vouchers to official store for School Competition winners in England. Origin of the charity with Shaka Hislop's experience at this club.
• Education Hub supporters (football players)coreStrategic or Co-development PartnerProfessional footballers including Harry Kane, Lauren James, Jordan Pickford, Beth Mead, Trent Alexander-Arnold, Harry Maguire, Eni Aluko, and Gareth Southgate featured in educational resources.
• Leeds Beckett University (Centre for Race, Education and Decoloniality)coreStrategic or Co-development PartnerCollaboration with CRED to deliver bespoke Initial Teacher Education anti-racism programme for pre-service trainee teachers.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Anti-Defamation League (ADL): US-headquartered anti-hate and anti-racism organization with global education programmes. Comparable as a long-established anti-racism education charity with curriculum resources, but operates at much larger scale and global geographic scope.
• British Red Cross: Large UK charity with education and training programmes for schools, workplaces, and community groups. Comparable as a UK charity delivering structured training programmes, but with broader humanitarian remit and substantially larger operating scale.
• Southern Poverty Law Center (SPLC): US-based civil rights organization that combines advocacy with educator resources on hate and racism. Comparable as a long-established anti-racism charity producing educational materials, but with broader legal-advocacy mandate and US focus.
• Amnesty International UK: Large UK human-rights organization with educational outreach in schools and universities. Overlaps in human-rights mission and education-to-schools channel, but operates at materially larger scale and broader thematic scope.

Direct peers

• Anne Frank Trust: UK educational charity that tackles prejudice through school-based programmes, exhibitions, and ambassador training. Directly comparable as a UK charity delivering anti-discrimination education to schools via trained educators and young ambassadors.
• Kick It Out: UK's other major football-focused anti-racism and equality charity. Operates in the same sport-and-education niche as SRtRC, with overlapping club partnerships (SPFL, FAW, PFA) and similar school-based campaigning model.
• Hope Not Hate: UK anti-racism and anti-extremism charity with community education and schools programmes. Closely comparable in mission, UK footprint, education delivery model, and donor-funded charity structure.
• Fare Network: European network tackling discrimination in football, partnering with supporter groups, clubs, and leagues across the continent. Direct overlap in sport-based anti-racism mission and football-governing-body engagement.
• Stonewall: UK equality charity delivering education programmes in schools and workplaces, including staff training and student workshops. Comparable in school/workplace training model, donation-funded revenue, and advocacy positioning.

Emerging players

• Citizens UK: UK charity focused on community organizing and civic education, including schools-based leadership programmes such as 'Leaders of Now'-style ambassadors. Comparable in training and youth-empowerment approach within UK civil society.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/srtrc
• YouTubeyoutube.com/c/showracismtheredcard/featured
• Facebookfacebook.com/ShowRacismtheRedCard
• LinkedInlinkedin.com/company/show-racism-the-red-card
• Instagraminstagram.com/showracismtheredcard

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Show Racism the Red Card