When you think of a Premier League football club, your mind might go straight to packed stadiums, passionate fans, and intense match-day rivalries. But behind the scenes at Fulham FC, something just as powerful is taking place—something that doesn’t make the news pages but could change the future of work in sport.
At this year’s HR Technologies UK event in London, HiBob partnered with Fulham FC for a standout session that put inclusion and representation at center stage. The conversation, led by Fulham FC’s Inclusion Manager Jamie Dapaah, unpacked how the club uses Bob to embed diversity, equity, and inclusion (DE&I) into its everyday operations—and why that matters far beyond the pitch.
From legacy to leadership: Changing the game at Fulham FC
As London’s oldest professional football club, Fulham FC carries more than 140 years of tradition. But with that legacy comes the responsibility to reflect and serve a changing community, both on the field and in the workplace.
“In many ways, football clubs reflect the communities around them, but they don’t always represent them,” said Jamie. “That’s the challenge we’ve taken on at Fulham: how do we turn representation into reality at every level of the club?”
For Fulham, this work isn’t new. The club has had a dedicated Inclusion Manager since 2020, with DE&I woven into both internal culture and fan-facing experiences. From designated matchday campaigns, like Rainbow Laces, that promote inclusivity, to external outreach that draws in diverse audiences, and internal initiatives focused on underrepresented groups, the club is committed to systemic change, not just surface-level optics.
Behind the scenes, the HR team plays a pivotal role in facilitating DE&I audits, ensuring compliance, and helping embed inclusive practices into the club’s core operations.
Representation and retention: Not either/or, but both
One of the most resonant insights from the session was Fulham’s belief that representation and retention aren’t separate efforts—they’re part of the same journey.
It starts with hiring, sure. But real impact comes from what happens next: leadership opportunities, visible progression pathways, and a culture that supports everyone to thrive. Representation, especially at the senior leadership level, is crucial for authenticity and psychological safety. That’s why Fulham integrates DE&I into its onboarding process from day one, uses engagement data to monitor progress, and creates space for open, ongoing conversations.
Measuring success at Fulham means more than hitting targets—it’s about progress you can feel and prove. From regular audits to internal engagement data and visible culture shifts, the club tracks its journey through feedback, formal assessments, and lived experience.
“People need to feel safe, not just included,” Jamie explained. “It’s about cultural safety. That gives people the confidence to stay, grow, and lead.”
DE&I as a brand value, not just an HR priority
Another standout theme? Fulham sees inclusion as integral to its brand, not just its policies.
That means the club’s external campaigns, partnerships, and community outreach are all informed by the same values that guide its internal culture. From youth academies and local charities to school programs and fan-led initiatives, Fulham is modelling what inclusivity can look like in sport and why it’s good for business.
“Authenticity is everything,” Jamie said. “People can tell when it’s performative. What we do has to come from who we are.”
How Bob supports Fulham’s people-first approach
As a HiBob customer, Fulham FC uses Bob to streamline and support its DE&I goals. The platform helps deliver smooth, welcoming onboarding journeys that set the tone for inclusion from day one. Beyond that, Bob gives the club the tools to stay connected to its people through regular check-ins, continuous feedback loops, and real-time insights on engagement and belonging.
“Bob helps us not just track progress, but take action,” said Jamie. “Whether it’s surfacing feedback from underrepresented groups or highlighting where we can improve, Bob gives us the data to drive real change.”
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Lessons for other teams and beyond
So, what can other sports organizations learn from Fulham FC’s approach?
Whether you’re in football, rugby, cricket, or even outside of sport altogether, the message is clear: DE&I isn’t a ‘nice to have,’ it’s a performance driver for people-first organizations. It builds trust, unlocks talent, and creates environments where people want to stay and grow. But it takes commitment. It takes leadership. And it takes the right tools to turn values into action.
By empowering people to think beyond their day jobs and contribute to building a more inclusive culture, the club is creating something more powerful than policy—it’s shaping belonging from the inside out.
Providing platforms for underrepresented voices builds trust, strengthens business operations, sparks innovation, and connects organizations more deeply with the communities they serve.
Jamie concludes: “Inclusivity is at the heart of everything we do at Fulham Football Club, and we are committed to creating an environment where everyone feels welcome and valued, regardless of their background or identity.”
Fulham FC is showing what’s possible when legacy organizations embrace change—not in spite of their history, but because of it.
Want to learn more?
Fulham FC is just one example of how Bob helps high-performance organizations embed inclusion, boost engagement, and power their people strategy.
Curious how Bob helps high-performance teams like Fulham thrive? Read the full story here.
