Anti-racism at heart of Brentford FC’s campaign to win new fanbase through data

Addressing racism key to engagement with wider audience in west London borough of Hounslow, which has a very high proportion of residents in the black and ethnic minority community.

Data techniques used on the pitch being utilised. “We want to take that thinking where we’ve had such a lot of achievement on the pitch and use that to inform decision-making off the pitch as well,” says director.

Black Lives Matter movement seen as catalyst. “…it’s also been a catalyst for us to be even more forensic than we already are about how we do what we do, mirroring inside of our club and outside of our club.”

New stadium offers opportunity to create fresh dialogue, says chief executive Jon Varney.