Independent advocacy for South Asians in UK football
South Asian Football Alliance
An independent voice working to educate, support and advocate for greater recognition, opportunity and accountability for South Asians across football in the UK.
About
South Asian Football Alliance exists to support South Asians across football in the UK. We are a voluntary organisation with an advocacy mindset: independent, constructive and clear in what we stand for.
SAFA is here for players, families, coaches, officials, clubs and partners who want South Asian communities to have fair recognition, fair opportunity and a stronger voice in football.
What SAFA does
We keep the message simple. SAFA is an independent voice working to make football more aware, more accountable and more inclusive for South Asians in the UK.
We help raise understanding of the barriers, blind spots and assumptions that continue to affect South Asians in football. That includes challenging outdated thinking, improving awareness and encouraging more honest conversations about access, recognition and opportunity across the game.
We provide a trusted point of contact for people seeking guidance, perspective and support around football pathways and experiences. Whether someone is navigating opportunities, barriers or difficult experiences in the game, SAFA exists to listen, signpost and help people feel better informed and less isolated.
SAFA brings an independent advocacy voice into conversations across the game. We are here to influence, challenge and work with others where progress is needed, while keeping the focus on fairer outcomes and stronger representation for South Asians in football.
Why an independent voice matters
SAFA is not here to add noise. We are here to add clarity, confidence and pressure where it is needed.
Board
SAFA is led by its Board and strengthened by a wider network of advisers who bring insight, experience and commitment from across football and the community. Together, they help shape SAFA’s voice, direction and purpose.
Chair of the Muslimah Sports Association, FA Council member, and Vice Chair of London FA, widely recognised for championing greater diversity for women and girls in sport. She also serves as Policy Manager at the Independent Football Regulator.
Former Football League referee and one of the most respected South Asian figures in English football officiating. With deep experience in the professional game, he has played an important role in shaping conversations around refereeing, inclusion and representation, and has been a trusted advisor to The FA and PGMOL.
Sports entrepreneur, football executive and board director with deep experience across multi-stakeholder partnerships. He has worked with The FA, Premier League, Saudi Pro League, Sport England, Liverpool FC and government, delivering major commercial growth, investment and strategic projects.
Director of Development at Sporting Equals, with more than 25 years’ experience working at both strategic and practitioner level across sport, health, community safety and regeneration. Brings extensive expertise in partnerships and business development, and previously served as Acting Chief Executive of a regional third sector organisation supporting the engagement of ethnically diverse communities in the East Midlands.
Founder of the Asian Football Awards and a FIFA licensed football agent, widely recognised for his advocacy for South Asian representation and inclusion across football. A longstanding voice championing greater visibility, opportunity and equity for South Asian communities within the game.
Managing Director of Pinder Reaux & Associates Solicitors and former FA Non-Executive Director. A highly respected litigation lawyer, she brings extensive experience across football governance, regulatory matters and wider legal affairs, and is widely recognised for her leadership and influence within the game.
Contact
Whether you want to collaborate, seek guidance, explore a partnership or start a conversation about South Asians in UK football, we want to hear from you.
SAFA welcomes dialogue with clubs, leagues, partners, players, families and community organisations.