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Norway's changing demographics have resulted in an increasing awareness among clubs that they need to recruit from all ethnic groups in order to maintain their current levels of activity. Diversity on the pitch requires diversity off it as well.
This project consisted of two parts. First of all, the current situation was documented in the form of a benchmarking report on diversity. Then, a targeted recruitment strategy was developed and implemented. That strategy seeks to encourage ethnic minorities to participate in the national association's leadership programme by creating introductory courses to bridge the gap to that formal programme.
Having a diverse management team is essential in order to attract players and volunteers from ethnic minorities. This project has been a great success, and its results represent an important first step on the road to increased diversity at all levels of Norwegian football.