A new case study compiled by Middlesbrough based CIC Media Cultured, demonstrates how Middlesbrough FC is improving cultural awareness standards amongst its employees both on and off the pitch. The high flying championship team is taking an innovative approach to tackling racism and supporting social inclusion efforts to local schools, colleges and businesses in the Teesside region. In effect, the club is aptly developing its own workforce and at the same time fulfilling its social responsibility requirements. Although this process is in its early stages, by implementing this new strategy Middlesbrough FC is already setting a benchmark approach to many of its social inclusion and counter racism objectives. It is hoped that other organisations including Premier League teams, the Football League and the FA might want to follow suit.