Baljit Singh Rihal is a recognised leader in driving diversity and inclusion in UK sport, pursuing a longstanding and deeply personal mission to address the chronic under-representation of British South Asians in football. Over more than 15 years he has unified communities across cultural and religious lines and provided a consistent platform for change. In 2012 he founded the Asian Football Awards (AFA), a national platform recognising the achievements of South Asians across the football industry; the AFA has become a catalyst for visibility, belonging and unity, with the 2024 gala at Wembley Stadium attended by over 350 people and the next AFA planned for 2026. The awards have spotlighted coaches, players, media talent and grassroots heroes who have gone on to make major contributions to British sport. Baljit maintains strong relationships with The FA, the Premier League, Kick It Out and The PFA, contributes to policy and grassroots change, and amplifies marginalised voices through mainstream media including Sky Sports News, the BBC and The Guardian.