It's a Penalty

Anti-trafficking awareness and prevention servicesitsapenalty.org

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

Anti-trafficking campaigns
Human trafficking prevention
Modern slavery training
Child protection advocacy
Corporate supply chain due diligence

Where It's a Penalty is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers11 records

Segments5 records

Ideal customer profiles5 records

It's a Penalty technology and API

Technology

Technology 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 signal

Partnerships

30 partnerships are on record, tiered core, main and supporting.

British AirwayscoreStrategic or Co-development Partner · 25 June 2025Featured 30-second awareness film on flights during UEFA Women's EURO 2025. Part of broader campaign reach through airline partnerships.
KLMcoreStrategic or Co-development Partner · 25 June 2025Featured 30-second awareness film on flights during UEFA Women's EURO 2025 campaign.
American AirlinescoreStrategic or Co-development Partner · 30 July 2024Strategic 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 AirlinescoreStrategic or Co-development PartnerShowed campaign film inflight throughout the lead-up to and during Las Vegas Super Bowl LVIII campaign 2024.
EmiratescoreStrategic or Co-development PartnerPartner airline screening campaign video during Paris 2024 Olympics & Paralympics. Emirates Group Security Divisional Senior Vice President Dr Abdulla Al Hashimi endorsed the partnership.
AccormainStrategic or Co-development PartnerHeadline 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.commainStrategic or Co-development PartnerHeadline 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 & ResortssupportingStrategic or Co-development PartnerSupporting partner distributing campaign digital assets and signage during Paris 2024 campaign.
AirbnbsupportingStrategic or Co-development PartnerPartner distributing campaign awareness materials during Las Vegas Super Bowl LVIII campaign.
National Center for Missing & Exploited Children (NCMEC)coreStrategic or Co-development PartnerPartnership 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.
UbercoreStrategic or Co-development PartnerDistributed 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.
SysdoccoreStrategic or Co-development PartnerGlobal 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)coreStrategic or Co-development PartnerWorld'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 AssociationcoreStrategic or Co-development PartnerCommonProtect programme partner. Works to maintain and promote rule of law throughout Commonwealth. President Brian Speers contributed to CommonProtect report launch.
WeProtect Global AlliancecoreStrategic or Co-development PartnerGlobal 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)supportingStrategic or Co-development PartnerInitiative 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 NetworksupportingStrategic or Co-development PartnerGlobal 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 ChildrensupportingStrategic or Co-development PartnerPlatform 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 SocietysupportingStrategic or Co-development PartnerNetwork of individuals and organisations committed to improving lives of Commonwealth citizens. Founded 1868.
Atlas FreecoreStrategic or Co-development PartnerBuilding 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)supportingStrategic or Co-development PartnerRecognized as formal partner by Commonwealth Secretariat and IFSW. Promotes education and training of social workers throughout Commonwealth.
UNICEF PacificcoreStrategic or Co-development PartnerCollaboration on Pacific Games 2023 campaign to highlight importance of keeping kids safe, particularly in sport.
ICMEC AustraliasupportingStrategic or Co-development PartnerHosted 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 NetworkcoreStrategic or Co-development PartnerLocal organization partnered for Birmingham 2022 Commonwealth Games campaign. VOICE survivor panel collaborated on student ambassador training programmes.
Missing PeoplesupportingStrategic or Co-development PartnerPartnership to share appeals of people who have gone missing in West Midlands and may be at risk of exploitation during Birmingham campaign.
Caesars EntertainmentcoreStrategic or Co-development PartnerHosted campaign launch event at Caesars Palace Las Vegas as two-part event with press launch and campaign launch with partners, dignitaries, and survivors.
MGM ResortscoreStrategic or Co-development PartnerPartnered with hospitality industry on-the-ground in Las Vegas during Super Bowl LVIII campaign to distribute campaign film and materials.
Wynn ResortscoreStrategic or Co-development PartnerPartnered with hospitality industry on-the-ground in Las Vegas during Super Bowl LVIII campaign to distribute campaign film and materials.
Birmingham City CouncilsupportingStrategic or Co-development PartnerPartnered with local organizations during Birmingham 2022 Commonwealth Games campaign to contextualize campaign messaging and support available for survivors.
Commonwealth Games FederationcoreStrategic or Co-development PartnerCEO 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 assessment

Broad 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

It's a Penalty leadership team

Management profile

Number of profiles

Profiles13 records

It's a Penalty funding detail

Funding detail

Funding 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 investment

M&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?

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.