Diversity, Inclusion And Greater Equality

1. Our Purpose and Belief

1.1 Sport is one of the most powerful forces for opportunity, aspiration and human connection in the world. It crosses borders, languages and generations, and it gives extraordinary people from every background a platform to be seen, heard and celebrated. At Lovemore Sports Ltd, we build our business around that belief.

1.2 We recognise that the stories worth telling and the talent worth championing come from every community, and that diversity is not a constraint upon excellence but a source of it. A firm that reflects the world it serves is a firm that sees more clearly, decides more wisely, and creates work of greater meaning. Diversity, equity and inclusion are therefore not adjacent to our mission; they are woven into it.

1.3 This Policy sets out what we believe, what we are committed to, and how we intend to live those commitments — as a firm, and within the wider sporting and commercial ecosystem we help to shape.

2. Our Commitment

2.1 We are committed to building and sustaining a culture in which every individual is treated with dignity and respect, in which opportunity is genuinely open to all, and in which difference is welcomed as a strength. We hold ourselves to this standard not only because it is right, but because it makes us a better firm and a better partner to the athletes, brands and audiences we serve.

2.2 We also recognise the influence we carry within our industry. As advisers, representatives and storytellers, the choices we make — about whom we champion, whose stories we tell, and with whom we partner — help to shape what the next generation believes is possible. We accept that responsibility, and we intend to use our position to widen the circle of opportunity in sport and commerce.

3. Scope

3.1 This Policy applies to everyone connected with Lovemore Sports. It extends to our colleagues at every level of the firm; to the athletes and clients we represent; to the brands, partners and suppliers with whom we work; and, through our example and our advocacy, to the wider sporting ecosystem we are part of. We expect those who work with us and on our behalf to share our commitment to these principles.

4. Our Principles

4.1 Dignity and respect. Every person we work with is entitled to be treated with dignity and respect. We do not tolerate bullying, harassment, victimisation or any conduct that demeans or diminishes another individual.

4.2 Equal opportunity. We are committed to equality of opportunity in everything we do. We make decisions about recruitment, development, representation and partnership on the basis of merit, character and potential, and never on the basis of any protected characteristic.

4.3 Inclusion and belonging. Representation is a beginning, not an end. We strive to create an environment in which every individual feels genuinely included, able to contribute fully, and confident that they belong. Inclusion is measured not by who is present, but by who is heard.

4.4 Equity, not merely equality. We recognise that treating everyone identically does not always produce fairness. Equity means understanding that people begin from different starting points, and being willing to remove the barriers and provide the support that allow each person a genuine opportunity to succeed.

4.5 Zero tolerance for discrimination. We do not tolerate discrimination or harassment of any kind. In line with the Equality Act 2010, we are committed to preventing discrimination on the grounds of age, disability, gender reassignment, marriage and civil partnership, pregnancy and maternity, race, religion or belief, sex, and sexual orientation. We treat any breach of this commitment with the seriousness it deserves.

5. How We Live This

5.1 Recruitment and talent. We seek to attract, develop and retain talented people from the widest possible range of backgrounds. We aim to make our recruitment fair, transparent and free from bias, and to invest in the growth of our people so that opportunity within the firm is genuinely open to all.

5.2 Culture. We work to sustain a culture of openness, curiosity and mutual respect, in which colleagues feel able to speak candidly, to challenge constructively, and to bring their whole selves to their work. Leaders within the firm are expected to model these behaviours and to set the tone for others.

5.3 The athletes and stories we champion. We are conscious of the platform our work provides. We seek to represent talent that reflects the richness and diversity of the communities that love sport, and to tell stories — including through Lovemore Studios — that broaden understanding and expand the sense of what is possible.

5.4 Partnerships and supply chain. We prefer to work with brands, partners and suppliers who share our values, and we are willing to have honest conversations with those who do not yet meet them. Over time, we intend for our commercial relationships to reflect and reinforce our commitment to diversity, equity and inclusion.

5.5 Accessibility. We are committed to making our workplace, our communications and our work accessible to people with disabilities, and to making reasonable adjustments so that no one is excluded from participating fully. We regard accessibility not as a compliance exercise but as a design principle that makes our work better for everyone.

5.6 Education and awareness. We invest in building the understanding of our people, so that our commitment to diversity, equity and inclusion is informed by knowledge rather than good intentions alone. We encourage open conversation, welcome challenge, and treat mistakes as opportunities to learn rather than reasons to disengage.

6. Accountability and Governance

6.1 Responsibility for this Policy rests with the leadership of Lovemore Sports. Our leaders are accountable for setting the tone, for embedding these principles in the day-to-day life of the firm, and for ensuring that our commitments are met in practice rather than merely stated on paper.

6.2 We will keep this Policy, and our progress against it, under regular review — at least annually — so that our commitments remain meaningful and our practices continue to improve. [Placeholder: confirm the review cadence and the individual or committee with day-to-day responsibility.]

6.3 We believe that what is measured is what improves. Where it is appropriate and lawful to do so, we will seek to understand the composition of our firm and the reach of our work, to set ourselves honest goals, and to hold ourselves accountable for progress against them. We will be transparent about where we stand, recognising that credibility in this area is built on candour rather than on aspiration alone.

7. Continuous Improvement

7.1 We do not regard this Policy as a destination. We are committed to learning, to listening to those with lived experience different from our own, and to improving continuously. Where we fall short, we will acknowledge it honestly and act to do better. Progress in this area is earned through sustained effort, not declared through statements alone.

8. Raising Concerns and Contact

8.1 We want anyone who has a concern about conduct that falls short of the standards in this Policy to feel able to raise it. Concerns may be raised in confidence with the leadership of the firm, and will be treated seriously, sensitively and without fear of detriment to the person who raises them. Any questions about this Policy may be directed to us using the details below.

Lovemore Sports Ltd

50 Grosvenor Hill Mayfair London W1K 3PZ

Company No. 12872042

Email: info@lovemoresports.com

Website: www.lovemoresports.com

Legal Review Notice

This document is a statement of principle and commitment prepared for review prior to publication. It is not intended to create legally binding obligations beyond those imposed by applicable law, and it does not constitute legal advice. Lovemore Sports Ltd recommends that this Policy be reviewed by appropriate advisers to ensure consistency with employment law and the Equality Act 2010 before it is published or relied upon.