Empowering Black Creatives Behind the Camera
In sports broadcasting, brand storytelling and live event production.
Our Mission and Vision
Who Are We?
Black People in Sports Broadcasting (BPSB) is a Community Interest Company that champions Black professionals behind the camera across sports broadcasting, branded content, and live event production.
We exist to challenge underrepresentation and systemic barriers by building an ecosystem where Black creatives and technicians can thrive. Our focus is not only on opening doors, but on reshaping the creative industries through meaningful, strategic intervention.
What began as a grassroots support group has grown into a national network and talent incubator. Today, we support Black talent working in roles such as broadcast directors, vision mixers, editors, camera operators, producers, lighting technicians, brand creatives, and live event production teams delivering sport, culture and commercial content.
Through our three core pillars — Broadcast Production, Branded Content & Partnerships, and Live & Experiential Events — we deliver training, mentorship, exposure and access to opportunity.
Our mission is to ensure that the stories, experiences and perspectives of Black professionals are not just present, but central to how sport is produced, branded and experienced across the UK and beyond.
Our advisory board brings together deep industry expertise and lived experience:
- Tracy Forsyth, Coach and Founder of Fast Track to Fearless, and Leadership Director at Women in Film and TV
- Zoiey Smale, Global Diversity and Inclusion Practitioner across the sports ecosystem
Founder Profile
Sam Fray is a transformative talent development leader with over a decade of experience in the media and entertainment industry. As founder of Black People in Sports Broadcasting, she combines her expertise in coaching, diversity and inclusion, and production to drive meaningful change in sports media. Recognised as a Break Through Leader 2024, Sam's passion lies in empowering new voices and advocating for authentic and sustainable diversity practices.
Vision for BPSB
Sam established BPSB with a clear mission: to bridge the gap between talent and opportunity in sports broadcasting. Drawing from her experience in both production and diversity initiatives, she recognises the unique challenges facing Black professionals in the industry and is committed to creating sustainable pathways for career advancement.
Leadership Approach
With a focus on authentic and sustainable diversity practices, Sam brings:
- Practical industry experience and insight
- Deep understanding of talent development
- Strong commitment to mentorship and coaching
- Expertise in building inclusive environments
- Proven track record in programme development
The Future We’re Building
At BPSB, we're driven by a bold vision to transform the creative industries — specifically sports broadcasting, branded content, and live and experiential events, through strategic investment in Black talent. Starting with our community of 70+ professionals, we're building momentum for systemic change that goes beyond access and focuses on leadership, visibility and long-term equity.
We envision an industry where Black professionals are not just included but empowered to lead, influence and create lasting impact in how sport, culture and commercial storytelling are produced.
Our Vision for Change
Industry Leadership
- Be the leading voice for Black representation across sports media, branding and live production
- Drive innovation in inclusive talent development and equitable industry practices
- Support the growth of Black-led production companies and creative businesses
Community Building
- Cultivate a powerful network of Black professionals working behind the camera
- Foster collaboration with broadcasters, brands and event organisers
- Create safe, energised spaces for knowledge sharing, solidarity and creative growth
Skills Development
- Deliver high-quality training and access to industry-standard tools
- Offer technical and creative development tailored to real-world briefs
- Partner with organisations to provide hands-on learning and production experience
Career Advancement
- Provide access to mentorship and sponsorship from senior industry leaders
- Create clear pathways to paid placements and long-term creative careers
- Champion progression into leadership, decision-making and commissioning positions
We believe this future is possible, and BPSB is building it every day.
Future Impact Goals
Data & Research
Industry Partnerships
Industry Partnerships
- Establish comprehensive diversity data collection in sports broadcasting
- Monitor and track career progression
- Provide evidence-based insights for industry change
Industry Partnerships
Industry Partnerships
Industry Partnerships
- Build relationships with major broadcasters
- Collaborate with production companies
- Engage with sports organisations
Professional Development
- Launch mentorship and sponsorship programmes
- Create networking opportunities
- Develop leadership training initiatives
Long-term Vision
- We aim to create a sports media landscape where:
- Black talent thrives at all levels of the industry
- Diverse voices shape storytelling and content
- Inclusive practices are standardised across the sector
- Career progression pathways are clear and accessible
SUPPORT AND RECOGNITION
Support & Recognition
We are proud to acknowledge the support that has helped shape BPSB's journey and development.
The Reel Impact Fund
Our founder, Sam Fray, is a recipient of The Reel Impact Fund, a significant investment in her leadership development. This funding has enabled Sam to undertake the Co-Active Leadership Programme, enhancing her capability to lead BPSB effectively and drive meaningful change in the industry.
The Reel Impact Fund's support demonstrates confidence in our mission and recognises the importance of developing strong leadership to create lasting change in sports broadcasting. This investment in our founder's development will directly benefit our community and help us achieve our ambitious goals for transformation in the industry.
Through this support, we are better positioned to:
- Develop effective leadership strategies
- Create sustainable organisational frameworks
- Build strong industry partnerships
- Deliver impactful programmes for our community
Our Supporters
