Barclays: How football partnerships help drive its diversity and inclusion strategy

Barclays announced a groundbreaking partnership with the Football Association in May this year, the biggest ever investment in UK women’s sport by a brand, by becoming the title sponsor of the FA Women’s Super League for the 2019-20 season and beyond.

Having partnered the Premier League for the past 18 years, it was another significant step for Barclays in English football and one that fits neatly with the bank’s commitment to diversity and inclusion, according to Senior Sponsorship and Partnerships Manager, Katy Bowman.

In this short interview, recorded behind the scenes at the 2019 Leaders Sport Business Summit, Shanghai, amidst the excitement of the Premier League Asia trophy, Bowman outlines:

• The five key pillars that shape Barclays D&I strategy;
• The role male mentors have in supporting women in sport;
• And what sports organisations can learn from major organisations when it comes to implementing diversity and inclusion strategies.

 

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