Last nightâs game of football between Southampton and Manchester United finished 0-0 - a completely unsurprising development given Jose Mourinhoâs recent policy of completely giving up on the league and focusing on a winner-takes-all scenario where his entire seasons boils down to one game, the Europa League final. That and the fact that Southampton themselves are playing only for final placings.And yet, this was still a notable game as it marked an occasion where Saintsâ shirt sponsors Virgin Media stood aside, swapping their sponsorship role with disability charity Scope.
The TV and broadband provider is working with the charity to help transform the lives of disabled people through a long-term partnership, and the two have teamed up with Southampton this time to highlight disability discrimination at football grounds.
Indeed, a recent Opinium and YouGov survey found that eight out of 10 disabled football fans have experienced discrimination at a football stadium, and that almost two-thirds of disabled fans have stopped attending live matches as a result. In addition, over half of non-disabled football fans think more should be done to make stadiums more accessible for disabled fans. The issue is a serious one, and the numbers make for depressing reading.
To highlight the issueby donating their shirt sponsorship - some big companies pay millions of pounds a season for the privilege - is a really wonderful, selfless gesture from Virgin. Giving up their prime patch of real estate on the front of a Premier League sideâs shirt as they face Manchester United in a game broadcast to hundreds of millions of viewers from all corners of the world is really something when you think about it.
In addition to swapping shirt sponsors, though, Southampton, Virgin and Scope also teamed up with Paralympic gold medal winners Jonnie Peacock and Richard Whitehead who attended training with Southampton players Fraser Forster, Jay Rodriguez and club captain Steven Davis to get some expert tips on how to take the perfect penalty. The advice even included Forsterâs tips on distracting the penalty taker, a tactic that hit the headlines again very recently as the Saints stopper saved from Liverpoolâs James Milner.
The partnership extended to half-time last night, when fans took penalties during the break to raise money for Scope and help highlight the issues faced by disabled fans many of whom were sitting in the stands during the game.
Scopeâs Chief Executive, Mark Atkinson, said, âThis new research should serve as a wakeup call to all football clubs and fans.â
âFootball is our national game and has the ability to bring people together. We know that large numbers of fans want everyday equality and that means an inclusive game where discrimination of any kind isnât tolerated. Disabled fans shouldnât feel forced out of the stadium.
âItâs great to see football teams like Southampton FC highlighting the issue, with the support of Virgin Media whoâve donated their shirt sponsorship to Scope for this match.
âThe rest of the football industry now needs to work together and kick disability discrimination out of the game.â
Brigitte Trafford of Virgin Media commented: âAll football should be enjoyed by all fans, plain and simple. Fans are the heart of football and that means disabled fans too.
âItâs time for change. In football and society, disability discrimination can and should be a thing of the past.â
Virgin Media is donating its sponsorship of Southampton FC to Scope for the Saints vs Manchester United game on Wednesday 17th May. Virgin Media has all the football with Sky Sports and BT Sports on its platform.
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