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Sportunity - Britain Against Racism

"It has been stated that half of the British public believe Britain is a racist society. Furthermore, racism in sport continues to be rife; a lower proportion of people from ethnic minorities take part in sport, compared with the national average". (BBC News Online)

Sportunity is an opportunity for the UK to innovatively promote racial equality at the London Olympics and to represent how the country actively strives to tackle this social issue.

The aim is to raise the brand profile and promote the logo during 2011 through:

  • Sale of royalties to leading retail sportswear company
  • Promotional media and sporting events
  • Innovative use of social networking sites - Find us on Facebook, Twitter and Linkedin
  • Gaining the support of various Racial Equality organisations
  • Reaching out to local charities