Non-league football has been a huge part of my journey. I grew up in South London, playing grassroots football before joining Colchester United as an apprentice and player. From there, I played for several non-league clubs, including Dover Athletic, Hampton, Richmond, Enfield Town, and Bromley, experiencing firsthand the passion, community, and opportunities that this level of the game provides.
At the same time, I was also building a career at NatWest, starting as a customer service advisor before eventually working my way up to an executive director. That journey, from grassroots football to leadership, taught me the importance of teamwork, resilience, and inclusion. Those same values have shaped me and led me to become CEO of Kick It Out.
That’s why I’m proud that Kick It Out is supporting Non-League Day. Non-league clubs are the heart of football, bringing people together, creating opportunities, and making the game accessible to everyone. But with discrimination reports at grassroots level rising season after season, it’s more important than ever that we also stand up for inclusion.
Football belongs to all of us. Whether you’re playing, coaching, or supporting, you should feel safe, welcome, and valued.
Sam Okafor
CEO, Kick It Out
How to report to Kick It Out:
Reporting is our greatest weapon against discrimination in football – without it we are fighting in the dark. So, if you see or hear any discrimination in the stands this Non-League Day, or any other day, please report to us at www.kickitout.org.
