It's a Penalty
It's a Penalty is a UK-registered charity that runs global awareness campaigns during major sporting events to prevent abuse, exploitation, and human trafficking, complemented by Commonwealth legal reform advocacy, corporate modern slavery consultancy, and student training programs.
- Company typePrivate
- Founded2014
- HeadquartersLeatherhead, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What It's a Penalty does
It's a Penalty is a UK-registered charity (Charity No. 1161848) founded in 2014 by Sarah de Carvalho MBE after she encountered a trafficking survivor in Recife, Brazil. The organization runs global awareness campaigns during major sporting events — including the Olympics, Paralympics, FIFA World Cup, Commonwealth Games, UEFA European Championship, and Super Bowl — reaching an average of 180 million people per campaign through 30-second films distributed via airline inflight systems, hotel signage, airport displays, taxi and rideshare partnerships, and social media. It has conducted 25 such campaigns across at least 12 countries, supported by 18 participating airlines, 63 high-profile sports ambassadors, and partnerships with major hospitality brands including Accor, IHG, Booking.com, Airbnb, Caesars Entertainment, MGM Resorts, and Wynn Resorts.
Beyond flagship campaigns, the organization operates three additional programs: CommonProtect, an advocacy initiative driving legal reform across 56 Commonwealth nations to protect children from sexual exploitation and abuse (CSEA); Modern Slavery Consultancy & Training, a fee-based service helping corporate clients implement supply chain risk management, survivor-centered policies, and executive briefings; and a Student Ambassador Programme operating in UK and US universities, alongside Safe to Compete child safeguarding training for youth sports. Its technology stack includes a Global Reporting Interactive Map providing worldwide hotline access, a Missing Children Recovery System deployed with NCMEC using QR-coded posters in hotels, and Ruth AI, a chatbot for trafficking information and reporting hosted at worldcup.meetruth.ai. The organization is governed by a board chaired by Christianne Williamson, with Katherine Corich (Founder & Global CEO of Sysdoc) as chair of trustees and Mehr Malik (CFO at Norman Broadbent) as Treasurer.
The business model is a hybrid nonprofit structure relying on individual donations (tiered at £25, £50, and £100), corporate sponsorship packages aligned with CSR objectives, and fee-based consultancy services. It operates in the US through fiscal sponsorship with Players Philanthropy Fund (a 501(c)(3) nonprofit), enabling tax-deductible giving. Customer segmentation spans Commonwealth governments (legal reform), corporate businesses (modern slavery compliance and ESG), travel and tourism industry (campaign distribution), sports organizations (safeguarding), and students/young people (bystander training). The organization is headquartered in Leatherhead, Surrey, and is undergoing a leadership transition with founding CEO Sarah de Carvalho stepping down in September 2026 and Deputy CEO Phillippa King assuming the role.
It's a Penalty firmographics
Firmographics- Name
- It's a Penalty
- Legal name
- It's a Penalty
- Website
- https://itsapenalty.org
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- It's a Penalty is a UK-registered charity that runs global awareness campaigns during major sporting events to prevent abuse, exploitation, and human trafficking, complemented by Commonwealth legal reform advocacy, corporate modern slavery consultancy, and student training programs.
- Ownership category
- akta.pro rank
It's a Penalty industry classification
Industry- Product category
- Anti-trafficking awareness and prevention services
- NAICS
- Other Spectator Sports (711219)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Safeguarding, Harassment & Title IX-Equivalent Support Abroad (EDAIAMAL)
- akta.pro secondary industries
- Financial Crime & Fraud Prevention (Forensics, Investigations) (EDABAJAK), Volunteer Safety, Safeguarding & Risk Management Services (EDAIAGAN)
Keywords
Where It's a Penalty is headquartered
LocationHeadquarters
- HQ city
- Leatherhead
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
It's a Penalty business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Donations: Individual donations at various levels (£25 for education materials, £50 for airline passenger awareness, £100 for protecting missing children). Tax-deductible contributions through UK charity (No. 1161848) and US 501(c)(3) via Players Philanthropy Fund.
- Corporate Consultancy Services: Modern slavery consultancy services for businesses including strategy development, policy review, training, and capacity building. Pricing available via consultation/Modern Slavery Consultancy Services Pack.
- Corporate Sponsorship: Sponsorship packages for businesses aligned with CSR goals. Organizations can become partners and directly contribute to preventing abuse, exploitation, and trafficking on a global scale.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | One Time | Education for all - £25 donation |
| One time/ perpetual license | One Time | Bring Hope to the Skies - £50 donation |
| One time/ perpetual license | One Time | Help Protect Missing Children - £100 donation |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
It's a Penalty product offering
Product offeringCore offering
It's a Penalty runs global awareness campaigns during major sporting events (Olympics, Paralympics, FIFA World Cup, Super Bowl, Commonwealth Games, UEFA Euros) to educate the public and equip travelers to recognize and report abuse, exploitation, and human trafficking. Alongside the campaigns, the charity delivers paid consultancy and training to businesses on modern slavery risk mitigation and supply chain due diligence, and drives the CommonProtect advocacy programme for legal reform across the 56 Commonwealth nations.
Product overview
It’s a Penalty is a global nonprofit organization operating a portfolio of interconnected programmes to prevent abuse, exploitation, and human trafficking. The core offerings consist of Global Awareness Campaigns run during major sporting events (the flagship initiative), CommonProtect for legal advocacy reform across the Commonwealth, Modern Slavery Consultancy & Training for businesses, a Student Ambassador Programme for university education, and Safe to Compete for child safeguarding in sports. A digital AI chatbot called Ruth AI supports reporting and information dissemination. These programmes are coordinated through partnerships with sports organizations, travel/hospitality industries, NGOs, and law enforcement agencies.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 83% of respondents increased awareness of human trafficking (Paris 2024 post-campaign survey)
- +8 more outcomes
Companies that use It's a Penalty
Customer profileNamed customers11 records
Segments5 records
Ideal customer profiles5 records
It's a Penalty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
It's a Penalty partnerships and signals
Strategic signalPartnerships
30 partnerships are on record, tiered core, main and supporting.
- British AirwayscoreFeatured 30-second awareness film on flights during UEFA Women's EURO 2025. Part of broader campaign reach through airline partnerships.
- KLMcoreFeatured 30-second awareness film on flights during UEFA Women's EURO 2025 campaign.
- American AirlinescoreStrategic partnership announced on World Day Against Trafficking in Persons. American Airlines promotes global awareness campaigns including inflight video content to identify and respond to signs of human trafficking. Earlier partnership strengthened through donated miles to help continue awareness efforts.
- Southwest AirlinescoreShowed campaign film inflight throughout the lead-up to and during Las Vegas Super Bowl LVIII campaign 2024.
- EmiratescorePartner airline screening campaign video during Paris 2024 Olympics & Paralympics. Emirates Group Security Divisional Senior Vice President Dr Abdulla Al Hashimi endorsed the partnership.
- AccormainHeadline partner for Paris 2024 campaign. Hosted press launch event at Mercure Paris Centre Tour Eiffel. Engaged staff and guests across all Swiss hotels during UEFA Women's EURO 2025.
- Booking.commainHeadline partner distributing campaign digital assets and signage to employees and guests. Distributed campaign information to 240,000 accommodation partners and hosted training webinar to strengthen detection and reporting during UEFA Women's EURO 2025.
- IHG Hotels & ResortssupportingSupporting partner distributing campaign digital assets and signage during Paris 2024 campaign.
- AirbnbsupportingPartner distributing campaign awareness materials during Las Vegas Super Bowl LVIII campaign.
- National Center for Missing & Exploited Children (NCMEC)corePartnership to support identification and recovery of children reported missing. Missing children posters distributed in hotels and motels with QR codes linking to updated lists. 98 missing children recovered during last 4 Super Bowl campaigns through this initiative.
- UbercoreDistributed rear-view mirror hang tags with reporting information to drivers. Trained over 6,000 taxi drivers in English and Spanish. Quotes from drivers and Atlanta Uber Hub Manager highlight importance of training.
- SysdoccoreGlobal consulting and IT business, recognized leader in enabling future ways of working. Founder Katherine Corich chairs It's a Penalty's board of trustees. Provided strategic support and endorsement.
- Thomson Reuters Foundation (TrustLaw)coreWorld's largest legal pro bono platform. TrustLaw Director Carolina Henriquez-Schmitz welcomed the CommonProtect report launch. Facilitated legal pro bono support for organization.
- Commonwealth Lawyers AssociationcoreCommonProtect programme partner. Works to maintain and promote rule of law throughout Commonwealth. President Brian Speers contributed to CommonProtect report launch.
- WeProtect Global AlliancecoreGlobal movement of people and organisations working to transform response to child sexual exploitation and abuse online. It's a Penalty is a proud member.
- International Safeguards for Children in Sport (ISCS)supportingInitiative bringing together organisations from six continents to make sport safe for all children. It's a Penalty and CommonProtect are proud members.
- Commonwealth 8.7 NetworksupportingGlobal network of local organisations working to eradicate contemporary forms of slavery and human trafficking. It's a Penalty is a member.
- Global Partnership to End Violence against ChildrensupportingPlatform for collective, evidence-based advocacy and action focused on achieving SDG 16.2: ending all forms of violence against children by 2030. It's a Penalty is a part of this partnership.
- Royal Commonwealth SocietysupportingNetwork of individuals and organisations committed to improving lives of Commonwealth citizens. Founded 1868.
- Atlas FreecoreBuilding global movement uniting funders, adventurers, and everyday people with frontline organizations fighting human trafficking. Proudly partner with It's a Penalty to support CommonProtect programme.
- Commonwealth Organisation for Social Work (COSW)supportingRecognized as formal partner by Commonwealth Secretariat and IFSW. Promotes education and training of social workers throughout Commonwealth.
- UNICEF PacificcoreCollaboration on Pacific Games 2023 campaign to highlight importance of keeping kids safe, particularly in sport.
- ICMEC AustraliasupportingHosted Global Launch for Women's World Cup Campaign 2023 in Sydney, bringing together sports and travel industry, child protection experts, and media.
- West Midlands Anti-Slavery NetworkcoreLocal organization partnered for Birmingham 2022 Commonwealth Games campaign. VOICE survivor panel collaborated on student ambassador training programmes.
- Missing PeoplesupportingPartnership to share appeals of people who have gone missing in West Midlands and may be at risk of exploitation during Birmingham campaign.
- Caesars EntertainmentcoreHosted campaign launch event at Caesars Palace Las Vegas as two-part event with press launch and campaign launch with partners, dignitaries, and survivors.
- MGM ResortscorePartnered with hospitality industry on-the-ground in Las Vegas during Super Bowl LVIII campaign to distribute campaign film and materials.
- Wynn ResortscorePartnered with hospitality industry on-the-ground in Las Vegas during Super Bowl LVIII campaign to distribute campaign film and materials.
- Birmingham City CouncilsupportingPartnered with local organizations during Birmingham 2022 Commonwealth Games campaign to contextualize campaign messaging and support available for survivors.
- Commonwealth Games FederationcoreCEO David Grevemberg endorsed It's a Penalty as "important global child-safeguarding initiative" in 2018. Campaign endorsed by United Birmingham 2022.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
It's a Penalty competitors and assessment
Company assessmentBroad incumbents
- ECPAT International: Global network combating child sexual exploitation, with member organizations across regions. Closely comparable in child-protection and CSEA focus, including safeguarding in sport and travel/tourism contexts (It's a Penalty is already an ECPAT-adjacent partner via WeProtect and ISCS).
- The Freedom Fund: Global fund dedicated to ending modern slavery through frontline partnerships and hotspot interventions. Comparable in funding/grant-making role within the anti-trafficking ecosystem and in supporting survivor-centered programs (a documented partner of It's a Penalty's CommonProtect).
- International Justice Mission: Large global anti-trafficking and modern-slavery organization with operating programs across multiple continents. Broader, more established portfolio than It's a Penalty but overlapping in survivor rescue, corporate training, and policy advocacy.
- Anti-Slavery International: The world's oldest human-rights organization focused on contemporary slavery. Compares in mission and advocacy focus, particularly around legal reform and Commonwealth engagement, though broader in scope and historical reach.
Direct peers
- A21: International anti-trafficking nonprofit operating awareness, prevention, and survivor-aftercare programs. Comparable scope (prevention + advocacy + partnerships), target audiences (corporates and communities), and reliance on sport-and-event-linked awareness work.
- Polaris: US-based anti-trafficking organization operating the National Human Trafficking Hotline and policy advocacy. Directly comparable mission around trafficking prevention, reporting infrastructure, and survivor support.
- Thorn: Tech-driven organization focused on disrupting child sexual exploitation online. Comparable in child-protection mission and in deploying digital tools (similar in spirit to Ruth AI) to drive reporting and identification at scale.
- Stop the Traffik: UK- and globally-based anti-human-trafficking NGO that combines awareness campaigns, intelligence gathering, and survivor support. Directly comparable mission and operating model, with similar reliance on corporate partnerships and community-led advocacy.
Others
- National Center for Missing & Exploited Children (NCMEC): US nonprofit focused on locating missing children and combating child sexual exploitation. Functions as a strategic operational partner for It's a Penalty (missing-children poster distribution in hotels, recovering 98 children across last four Super Bowls), so comparable in mission rather than direct competition.
Emerging players
- Unseen UK: UK-based modern-slavery charity providing survivor support, business training, and worker-rights advocacy. Comparable in providing corporate modern-slavery training and survivor-centered services, though focused more on UK labour exploitation than sport-platform awareness.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
It's a Penalty social profiles
Digital presenceIt's a Penalty financial estimates
Financial estimateRevenue estimate
Valuation estimate
It's a Penalty leadership team
Management profileNumber of profiles
Profiles13 records
It's a Penalty funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
It's a Penalty 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 It's a Penalty
What does It's a Penalty do?
It's a Penalty runs global awareness campaigns during major sporting events (Olympics, Paralympics, FIFA World Cup, Super Bowl, Commonwealth Games, UEFA Euros) to educate the public and equip travelers to recognize and report abuse, exploitation, and human trafficking. Alongside the campaigns, the charity delivers paid consultancy and training to businesses on modern slavery risk mitigation and supply chain due diligence, and drives the CommonProtect advocacy programme for legal reform across the 56 Commonwealth nations.
Is It's a Penalty a public or private company?
It's a Penalty is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was It's a Penalty founded?
It's a Penalty was founded in 2014. It employs 11 to 50 people.
Where is It's a Penalty based?
It's a Penalty is headquartered in Leatherhead, United Kingdom, in the Europe region.
How does It's a Penalty make money?
Three revenue lines are on record. Donations are the primary driver. The others are corporate Consultancy Services and corporate Sponsorship.
Who are It's a Penalty's main competitors?
Broad incumbents on record are ECPAT International, The Freedom Fund, International Justice Mission and Anti-Slavery International. Direct peers are A21, Polaris, Thorn and Stop the Traffik. National Center for Missing & Exploited Children (NCMEC) is listed as an others. Unseen UK is listed as an emerging player.
Does It's a Penalty have an API?
No public API is recorded for It's a Penalty.
What industry is It's a Penalty in?
It's a Penalty's product category is Anti-trafficking awareness and prevention services. Its primary akta.pro industry code is EDAIAMAL, Safeguarding, Harassment & Title IX-Equivalent Support Abroad, with a secondary code of EDABAJAK, Financial Crime & Fraud Prevention (Forensics, Investigations). Its NAICS code is 711219 and its SIC code is 7990.