"Sport is for everybody, and while it is often said that football is slow to change, the evolution of the beautiful game has never been more important. A key pillar of this progression is inclusivity, both within sport as well as wider society. Football is a showcase with a huge platform and it is time for the sport to play its part in changing the conversation by using its power to drive this change in attitude in order to create a more diverse and welcoming environment. This is exemplified within Rainbow Blades, an LGBT+ Sheffield United supporters group who are promoting a new mentality within the sport that aims for greater equality, diversity and inclusion.
A crucial factor in this movement is making connections and gaining support from wider society outside the football club. A prime example of this is Urbana Town Planning, led by Adam Murray, a committee member and sponsorship officer of the Rainbow Blades. Urbana is a brilliant example of the ways in which local businesses can support their own communities through sport to create real change. As a town planning consultancy based in the heart of Sheffield, Urbana is armed with a wide expanse of contacts in the local and wider business community, through which the Rainbow Blades can become more visible and reach out to a wider audience.
Supporting Rainbow Blades is an excellent way of showing how to conduct meaningful interaction within the local community and demonstrating how a modern inclusive organisation should operate. By setting this trend in the professional arena, Urbana and those who choose to get involved set a benchmark for others.
It is imperative that local businesses and organisations follow suit in this way and support movements such as Rainbow Blades. Through visibility and accessibility in the local community, Rainbow Blades are able to make a crucial positive contribution to Sheffield United FC, football in the local region and in the wider sport. With a powerful backing in the local setting, Rainbow Blades and SUFC will be able to progress the football environment and create a football club that everyone in the city can be proud of."