This chapter argues that, despite the largely well-meaning intentions of these organizations, it has become apparent that their effectiveness in increasing the participation of British Asians in professional football is limited. It briefly traces the historical development of anti-racism in English football and locates current trends in the wider socio-political context. The chapter critically analyses the way that British Asians, and their exclusion from the professional game, are represented within dominant discourses. It also examines the positioning of British Asians as a "model minority" and assesses the ramifications for professional football. The chapter provides a critique of the ways that British Asian footballers and supporters are often represented in anti-racist discourses and policies. It combines theoretical reflections on the application of concepts such as ethnicity, culture and community with empirical interview material. The chapter assesses the implications of prioritizing "official multiculturalism" in attempts to increase British Asian inclusion.