West Ham United's continued involvement in the Kick It Out week of action to raise anti-racism awareness reached a peak on 21 October.
The Barclays Premier League visit of Sunderland saw the players of both sides wearing special T-shirts featuring the One Game, One Community logo during the pre-match warm-up, with the West Ham United squad having already donned the shirts during training. The message is that football can unite all walks of life and be a force for change.
Both managers Alan Curbishley and Roy Keane were also wearing Kick It Out badges to show their support. However, it was not just high-profile figures, including club ambassador Anton Ferdinand, who lent their weight to the cause at a Premier League fixture that was seen live on television by millions across the country.
Local youngsters were parading with club mascot Herbie in front of fans around the Boleyn Ground pitch while waving the One Game, One Community flag. Also, away from the matchday initiatives, the WHU Learning Zone, West Ham United in the Community and Asians In Football organisations hosted specialist events.
Speaking to WHUTV, Ferdinand urged as many people to get involved in promoting anti-racism awareness. "Definitely get involved and think before you speak," he said. "I have experienced racism and it is not a nice feeling. Especially when you are trying to do the job you love doing."
The club has a firm commitment to Kick It Out's good work and is applying for the Racial Equality Standard, a formalised commitment to creating an environment where spectators, players, managers and administrative staff can participate without fear of any racial discrimination.