Each Premier League fixture between 19th-27th October is dedicated to the campaign, allowing clubs to display a collective commitment to tackle discrimination and promote diversity across all areas of the game.
Prior to kick-off on Saturday, No Room For Racism messaging will be visible around St. James' Park in a variety of forms, including a branded pre-match handshake board, ball plinth, substitution boards and ball assistants' flag. Both teams will also take the knee to send a clear message that discrimination has no place in the sport.
This year, all 20 Premier League clubs have also been asked to nominate a 'No Room For Racism Icon' to highlight the contribution of Black, Asian and minority ethnic people in football, with artist Kingsley Nebechi commissioned to develop illustrations of each nominee.
Former Newcastle United striker Shola Ameobi has been nominated by the club to celebrate his contribution, both on and off the pitch. Having been born and raised close to St. James' Park, Ameobi went on to make 294 Premier League appearances for the Magpies. He now works within the Academy as a loan co-ordinator and offers invaluable experience and insight to the club's community work in his role as Foundation Trustee.
Ameobi is part of the Premier League Black Participants' Advisory Group, which played a key role in shaping the No Room For Racism Action Plan. This was launched in 2021 to set out a series of commitments aimed at creating greater access to opportunities and career progression for Black, Asian and other minority ethnic groups in football, along with actions to eradicate racial prejudice.
Shola Ameobi said: "Football has given me an incredible amount of joy over the years, and I was very lucky to represent and score goals for my boyhood club, playing alongside team-mates from all around the world.
"I have seen the power of sport at all levels to unite people and break down barriers. Programmes like No Room For Racism are so important in ensuring there is diversity in all areas of the game, as well as continuing the fight against discrimination.
"I am proud to be one of the 'No Room For Racism Icons,' who highlight the incredible contribution that people from ethnically diverse backgrounds have had in football over the years. Steps are being taken to improve diversity in many areas and this can only make football stronger."
Challenge it, report it, change it.
Everyone has a role to play in creating inclusive matchday environments by reporting incidents of alleged discrimination. If discriminatory behaviour is witnessed while attending a match, please report this immediately, where possible, by contacting the nearest steward.
Alternatively, you can contact the confidential text service on 60070, with the word 'HELP' giving your location (seat, row, block, stand) and a brief description of the incident.
On non-matchdays, supporters can report incidents by email via [email protected].
