In recent years, the landscape of sports has seen a notable rise in participation and representation from the South Asian community, marking a significant shift in the industry. As more athletes of South Asian descent step onto fields, courts, and arenas around the globe, they not only showcase their skills but also challenge longstanding stereotypes and barriers. This surge in participation signifies a growing commitment among the younger generation to pursue careers in sports seriously, both as players and as contributors to the broader sports ecosystem. While there remains much ground to cover in terms of inclusivity and opportunities, the emergence of these athletes represents a promising milestone in diversifying and enriching the world of sports.
Speaking to Asian Voice, Aatish Sharma, CEO of Southall FC about initiatives has Southall FC undertaken to promote inclusivity and diversity, participation of South Asian in professional sports and more.
1) Can you tell us about your journey to becoming CEO of Southall FC and your personal connection to sports?
Sports have always been a major part of my life growing up. I was fortunate enough to have been brought up in a family that valued the importance of individual and collective sports. My journey within the club started off as an Under 18s player, whilst my father simultaneously began to work within the club before taking over in 2017/2018. As we know the Covid pandemic led all sports being put on pause. It was during this time we developed a plan to progress the club through the leagues and grow commercially. The end of the Covid pandemic marked the beginning of my dedication in the Southall FC project.
2) South Asian communities are often underrepresented in mainstream UK sports. What initiatives has Southall FC undertaken to promote inclusivity and diversity?
Southall FC represents one of the most diverse communities in the UK. In the 2023/2024 season, we launched the first phase of our long term community plan. This saw the increase in community days; a mixture of public appearance events and community coaching days. In addition, for the first time ever a complete player pathway was structured in Southall thanks to our partnership with the ENG Southall Academy. This saw boys and girls being able to participate from age 6 to adult football. It’s been a successful year and with time this will continue to grow.
3) What key barriers or challenges historically hindered greater South Asian participation in professional sports, and how do cultural factors influence and potentially benefit South Asian involvement in sports today?
Historically, South Asian participation in sports has presented some challenges, and these challenges still exist. These include, a mentality shift to encourage the next generation to participate in sports, access to facilities to meet demand, and a desire from South Asians to make sports a viable career path. There is no hiding, racism still does exist. Whether it is direct or indirect racism we have to overcome the stereotypes we face as a community, together. I too have experienced racism in different environments from a young age, but I viewed it as fuel to an internal fire of wanting to improve as an individual and put my effort into making sure there are opportunities for all.
During my tenure at Southall FC and throughout my experience in the sports industry, I've witnessed a notable rise in participation from the South Asian community, especially in organised sports. While there's still much progress to be made, it's clear that we're witnessing the emergence of a pioneering generation of South Asian athletes who are approaching careers in sports with dedication, both on and off the field.
4) Are there specific sports or areas within sports where you believe South Asian athletes have made significant strides or contributions?
The South Asian community does still need a push and support within sports, however without accessible facilities in areas such as Southall the challenge is exponentially more difficult. Over the past 7 years, we at Southall FC have made a strong and vocal push for more facilities in Southall, including a a mixture of grass of artificial football pitches, cricket pitches, a gym, a health and wellbeing centre, padel tennis, and a stadium to showcase the talent of the area. At Southall FC we have developed an action plan for Women’s sports which we aim to deliver in the near future. Furthermore, with the correct facilities I believe the provision for disability sports can adequately be delivered. Sports is meant for all, it does not discriminate but it does bring people from all walks of life together, exemplified most recently by the Euro Championships and the T20 Cricket World Cup.
5) What strategies or programmes do you think are most effective in encouraging young South Asians to pursue careers in sports?
A difficulty I have found in my role over the last few years has been the difficulty in facilitating any initiatives and programmes put forward to encourage South Asian participation. After taking on the Equality, Diversity and Inclusion (COP) Ambassador for the FA, I realised this is a view shared by many in other areas of the city and country. I strongly encourage parents to register their children with grassroots clubs and community organisations that promote the good values, morals and principles we can find in sport.
That being said, I envision a continued growing involvement from the South Asian community in all aspects of sports. Naturally, we are beginning to see generation changes in the community and cultural differences towards sports slowly fading. To deliver the desired impact, it is a joint effort between clubs/organisations, the local authorities and the public. Without a strong relationship and commitment between all stakeholders, the potential for change becomes difficult.
