Initially created to highlight and challenge the racial bias and structural racism that exists within the game, the partnership’s ambition is to help drive real change within the wider football industry.
Despite heightened awareness and elevated action, racial bias is an ongoing issue within football that runs deeper than high profile instances at the top end of the game. From games within grassroots communities through to the everyday content consumed by fans and players alike, there is a pervasive inequality in the representation of minority ethnic groups.
The initiative sees EA SPORTS collaborating with COPA90 to fund six successful applicants through the 12-week programme running from July-September, with one intern to gain a 12-month contract with COPA90. The ambition is to inspire, educate and empower the next generation of young minority ethnic creators through a 360-internship programme, which immerses candidates in the world of football marketing and creative advertising at an exciting time for the football calendar. The focus will be around the women’s game, with projects focused to celebrate it during this summer’s UEFA Women’s EUROs.
Josh Farber, Director, Marcom Strategy, EA SPORTS FIFA says “EA Sports is committed to making changes to promote genuine equality, diversion and inclusion within the sports industry and this programme is a brilliant way to support talent from underrepresented groups and give them vital experience. We are thrilled to be partnering with COPA90 once again to deliver this exciting and empowering initiative.”
Kate McGregor, Head of Client Services, COPA90 says: “Embracing diversity and opening doors for emerging talent is a fundamental part of COPA90 DNA. We discovered so many brilliant individuals through last year’s initiative and we are delighted to be partnering with EA SPORTS to be delivering it once again, at what is set to be a very exciting time in the women’s football calendar.”
To find out more about BEAT THE BIAS programme please head to https://www.copa90.com/beatthebias
