April 2025
Stefan Lawrence, Hayley Fitzgerald, Jonathan Long, Alice Hoole, Keon Richardson
Leeds Beckett University, Leeds Business School and Centre for Sport and Social Justice
Commissioning Partner: The Disability Football Collective
Looking back at my own career after almost 30 years within the sports sector. I’ve worked hard, learnt from my mistakes as well as my successes, persevered, put myself out there, and grabbed my chances. But most of all, I’ve been fortunate to meet good people along the way. A handful of leaders who recognised my talents, valued my experiences, and believed in me. They were prepared to open doors. And family, friends and colleagues who stepped in when access was almost impossible, so that I could succeed. Thank you to those champions who saw me!
Having turned each page of this report with a knowing nod, before you read on, please allow me to share a few stories from my own journey that might resonate or at least raise a wry smile.
In 2012, whilst travelling to a UEFA meeting, I very nearly missed my flight as the mobility assistance was late. Those of you that travel as or with a disabled person will know precisely how I felt. Stressed, helpless and angry, and I shared my frustrations with the mobility assistant who’d arrived just before the gate closed. What took my breath away was his response (with London 2012 in full swing). “If you were more like a Paralympian, you’d have got yourself on the flight”. My retort. “If you were more like an Olympian, you wouldn’t have been late.” It made me feel a bit better at the time, but it wasn’t really the point. What stayed with me was the lack of understanding, and the stereotyping. I have total respect for Paralympians and their amazing achievements, and I know that they feel precisely the same about those of us that excel elsewhere.
In October 2016, I was appointed to one of the most senior leadership roles in world football. A privilege and one of the most amazing challenges of my career. As an evidently disabled woman, and an openly gay woman too, some would say, it was a bold decision by the new FIFA leadership. The press release read:
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“A passionate advocate of equality and inclusion in sports, Joyce Cook will take up the role of FIFA Chief Member Associations Officer on 1 November 2016 …. The Englishwoman will report directly to FIFA Deputy Secretary General (Football), and she will be part of the FIFA Management Board.” …. “Joyce has a proven record of developing and delivering far-reaching and sustainable diversity and inclusion projects at both national and international levels, with a broad knowledge of football structures and governance.”
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I didn’t apply for this role, I was headhunted. Following an interview process, I was offered the job. And moved to Zurich with my wife. What was clear to me was that the new FIFA Leadership not only recognised my expertise, and my wealth of experience after more than 20 years working in football and other sports but also understood the rich diversity I would bring to the role.
However, there were some in the sector who questioned my senior appointment at FIFA. How will she manage! It’s such a big job! How will she cope with all the travel! Quite remarkable, since I’d already been travelling extensively for more than a decade in my previous roles. I had also learnt to be resilient (some might say stubborn), empathetic, tolerant, a creative thinker, and I cared deeply about people, fairness, equality, and inclusion. Solution driven. I was very, very capable!
Soon after arriving in Zurich, I was invited to a meeting by the director of a local disability organisation. He had assumed that FIFA had hired me as an accessibility manager. He was astounded to learn of my actual role.
So, what have I learnt over the last 30 years. Diversity and inclusion really matter. We are NEVER only one thing. I have been fortunate to travel the world and to meet extraordinary people in every corner of the globe. Just being in the room has so often made a difference.
Visibility, recognition, opportunity, empathy and respect count. We need purposeful pathways for disabled people and leadership programmes that are truly accessible (please check out the brilliant Football for All Leadership programme), reasonable adjustments where needed, and we need to set representative quotas at every level.
Believe me. Our game will be so much richer for it.
I hope you enjoy this critically important report, and like me, you take the time to reflect on its findings, and its recommendations. And I also very much hope that it inspires action, mindful leadership, and lasting change.
Joyce Cook CBE OBE
25 March 2025