Apprenticeships deliver not only for individuals and businesses, they’re also essential to the economy. It’s our belief that young people in apprenticeships and the employers who provide them with opportunities should be both recognised and celebrated.

1. MEDIA PACK

2. Previously the Asian Apprenticeship Awards, the BAME Apprenticeship Awards aims to showcase talent
and diversity within BAME communities, through the celebration of those working hard to break down
barriers, challenge the norm and overcome adversity to achieve their goals through apprenticeships.
The awards highlight the achievements of apprentices and the contribution of employers and learning
providers who have assisted them along their journey.

3. Why BAME Apprenticeship Awards?
In 2016 following reforms for vocational training and apprenticeships, a target was set to
increase the diversity of apprenticeships to 20% by 2020. As a result of this announcement we
carried out some of our own research into apprenticeships to try and identify barriers causing
a low uptake of apprenticeships from BAME communities.
Our findings were that several factors contributed to this, some which focussed on
apprenticeships themselves and others around diversity. From our research we found that:
Apprenticeships were seen negatively
There was a lack of understanding of apprenticeships
More focus and pressure was being put on going to university
No positive apprentice role models
We used this as the basis for us to set up the Awards, because we felt that an Awards would be
the most effective means of inspiring excellence and sharing best practice as well as creating
more opportunities for those involved.

4. What have we achieved?
Over the past 4 years we have engaged with over 1000 apprentices from BAME backgrounds that
have been empowered through the nomination process of the awards, giving them an opportunity
to reflect on their apprenticeship and share their success.
Since launching the awards in 2016 we have had 4 award ceremonies where we have recognised:
The awards has created over 200 Role Models, Leaders and Ambassadors for Apprenticeships,
by giving all winners and finalists a platform to share their success and raise the profile
apprenticeships within BAME communities.The winning employers highlight the success of
diversity, encouraging other employers to follow suit. Learning providers have been a force for
change working with both employers and apprentices to reduce the diversity gap.
170 +
Finalist
Apprentices
40 +
Small
Employers
32 +
Winning
Apprentices
60 +
Large
Employers
20 +
Learning
Providers

5. Sanna Shabir
Apprentice of the Year Winner 2016
Previous role: Civil Engineering Technician Apprentice at Atkins
Current Role: Trainee Site Engineer at Costain
How winning has impacted your journey?
Winning the apprentice of the year and engineering apprentice of the year awards
has provided me with a great platform to showcase the skills and experience I
have learnt within the engineering field both within my organisation and external events too.
The ambassadorial role I played through being a judge in 2017 and 2018 gave me a chance to talk about my
experience as a former apprentice and being a young Asian female within a male dominated industry. The role
gave me an opportunity to showcase the numerous benefits an apprenticeship has to offer as well as illustrate
the most rewarding benefits of working within the engineering field.

6. Naila Bibi
Apprentice of the Year Winner 2017
Previous Role: Business Admin and HR Apprentice
Current Role: Trainee Apprenticeship Co-ordinator in HR
How winning has impacted your journey?
Since winning the award, I have entered into a new and exciting role
and broadened my network. My profile has risen which lead to doing a
campaign with the BBC. I have become a mentor to new apprentices and often share experiences with
our exec board on apprenticeships within our company.

7. Maitham Rashid
Retail, Hospitality & Tourism Winner 2018
Previous Role: Business and Retail Apprentice
Current Role: Senior Manager at Morrisons
How winning has impacted your journey?
It was an honour to have won the Retail Asian apprentice award, a
category with extremely talented individuals. It was satisfying to see that
there is a great organisation helping to promote and celebrating apprenticeships whilst recognising
the valid contribution they make to society and embracing diversity and culture. From winning
the awards it has given me a huge amount of confidence to embrace any new challenges and
opportunities that arise my way. I am now a member of The Young Apprentice Ambassador Network
to help drive apprenticeships. Especially within multi-culture background where communities
don’t necessarily understand the worth apprenticeships bring and would rather advise taking the
traditional route before even considering apprenticeships.”

8. Khaliqa Amani
Apprentice of the Year Winner 2019
Previous Role: Business Admin and HR Apprentice
Current Role: Trainee Apprenticeship Co-ordinator in HR
How winning has impacted your journey?
Being a finalist in 2018 made me feel extremely proud as it was my
first chance to break the stigmas I faced within my family and friends.
It encouraged me to give back more to the Apprenticeship community and I then took every
opportunity I could to promote Apprenticeships especially in the BAME community. I believed
that the work I had done in 2019 was worthy of an award and deserved recognition, so that it
encourages my mentees further to follow the apprenticeship route, should they wish to.
My line manager and I, then articulated my story in a detailed nomination and applied for
Financial, Legal and Professional services award. When the finalists were announced, I was
disappointed when I did not see my name in the category, but as I scrolled further on the website, I
found that I had been shortlisted for Judges Choice Award instead!
That shortlist was a huge achievement in itself. Having won the Judges Choice Award on the night
was phenomenal. But what made me feel extremely proud was winning the Asian Apprentice of
the Year 2019 Award! That night, I felt like all that hard work, fighting against stigmas and staying
firm towards my goal was truly worth it!

9. Previous Employers

10. Entries, Judging & Awards
The awards will launch alongside National Apprenticeship Week on 3rd February 2020. We will be launching a
campaign to promote all of the past winners during this period sharing their stories.This will give a lot of profile
to all of the winners as it will be seen across multiple channels during a period when everyone will be engaged
with apprenticeships.This will also kick start the process for nominations, we will be sending communications
out to all learning providers and employers across the country to make them aware of the awards and
encourage them to submit nominations.
Nominations will close towards the end of April and the judges will meet in May to review all of the applications
that have come in.The Judges will review all applications and choose a winner for each category and a highly
commended. The judges’ decision on the winners is final.

11. The winners of the awards are announced at the BAME Apprenticeship Awards Gala dinner, where all finalist
apprentices are given a free ticket to attend.The event in Birmingham is attended by over 500 people, ranging
from employers to learning providers.The evening is a black tie affair, with a luxurious 4 course meal and
entertainment.The event is great for networking and also an opportunity for the apprentices to experience
something completely new.
Following the event we host a winners lunch, which is an opportunity for all of the winning apprentices and
employers to meet an engage with each other.This intimate lunch is a great way to spark some debate and
answer some of the challenges everyone is facing.Apprentices have the chance to share their experiences and
explain what they would like to see change.This information is shared with the BAME Apprenticeship Alliance
and shared with other employers and learning providers.

12. Previous Judges
Headed by Olga Bottomley, the judging panel will be made up of a diverse range of people from the FE sector to
employers to individuals working in other related fields. Below are some of the profiles of individuals who have
been a part of the judging panel.
Olga Bottomley has over 30 years’ experience in the work based learning industry,
and is part of the Army Apprenticeship team that manages and quality assures one of the
largest national employers apprenticeship scheme. She is also a trustee of CVQO which
support young people nationally using the cadets and other youth movements to achieve a
range of competence based qualifications to achieve their potential.
Stephen Ram Kissun is Head of International Business Development & Marketing at
NOCN. Stephen has over 26 years experience as a skilled marketing and communications
professional, gained in the further education and skills sector and the former head of
Marketing and Membership at AELP.
Major Naveed Muhammad MBE has served in the British Army for over 32 years.
He is the Chair of the Armed Forces Muslim Association (AFMA) and works closely
with internal policy leads in order to ensure that Army Diversity and Inclusion policy is
appropriately shaped to ensure a more inclusive workplace.

13. Kavita Oberoi OBE is a British entrepreneur and founded Oberoi Consulting, an IT
and Business Healthcare Consultancy in 2001. She is also known for her appearances on
the Channel 4 TV series The Secret Millionaire and is an active campaigner for women in
business and giving back to society.
Jasmine Kundra BBC The Apprentice Candidate 2018, has 14 years working in Learning
and Development, Jasmine is an advocate of training and professional growth within the
workplace. Jasmine has built her career on training others to better themselves, working
in the private and public sectors with organisations such as Jaguar Land Rover, Eurostar,
BSkyB,Vodafone and Citibank.
Sharon Walpole is the Director of CareerMap - a leading online platform sharing
quality content about careers, qualifications and connections to help young people make
informed decisions about their futures. Sharon has extensive experience in the careers
media industry, and was previously the CEO of Not Going to Uni and Moving On.

14. Our Ambassadors
Over the years we have received support from a number of individuals who believe in the cause and see the
value the awards provides to the sector. Our ambassadors support the awards by promoting the cause while in
their day to day jobs, ensuring our message is heard by people they are engaging with.
Euan Blair is the Co-founder & CEO of WhiteHat, a tech startup building an
outstanding alternative to university.WhiteHat matches school leavers to career-focused
apprenticeships at some of the UK’s most exciting companies, from Google and Facebook,
to BP and Warner Bros.
Dr Neil Bentley-Gockmann OBE is Chief Executive of WorldSkills UK, which is
a partnership between governments, employers and education to help accelerate young
people’s career development.This is done through experiential careers events and national
and international skills competitions.
Jill Whittaker is the MD of HIT Training. HIT employs over 500 people, supports over
10,000 apprentices and 3,300 employers a year. In 2014, 2015 and 2018, HIT Training was
listed in the Times Top 100 Best Companies to Work For. Jill was named IOD’s Director of
theYear for the South East & London.

15. Sanjeev Ohri has worked in the FE sector for over 30 years and joined Dudley
College in 1999, initially leading the Work based Learning Team, rapidly growing
the provision to serve employers, and currently serves as a member of the Senior
Leadership group as the Chief officer for business development for Dudley College
Worldwide.
Stewart Segal has worked in the funded work based learning sector for over 20
years and in particular has supported AELP since its formation. Stewart worked as an
independent consultant within the training sector, working with a number of training
providers and colleges specialising in business development and funding issues.
Steve Lawrence is Managing Director of East EssexVocational Training Ltd, which
was established 19 years ago. Steve has been involved in Training and Development for
39Years first starting with Thorn EMI. He now sits as a non-Executive Director on five
organisations Board of Directors.

16. Endorsements
Below are some of the endorsements the awards has received over the years:
James Caan CBE - Founder Of Recruitment Guide Apprenticeships have
become more and more important to our economy.The need to rapidly upskill the next
generation of industry leaders has proven to be a success delivering not only for the apprentices
but for businesses and the economy. In the Asian Community sadly, there is a stigma attached
to apprenticeships and it is seen as something lesser than a degree or getting into employment
straight away.
Lord Digby Jones - International Businessman & Cross Bench Peer At
The House Of Lords These Awards are excellent!Young people with self-esteem, self-
respect and a ticket they know will set them on a path of realisation of aspiration, will be the
immediate beneficiaries of the aura and esteem these Awards give the Asian Community, but our
country and our city will be the long-term beneficiary and that is a wonderful thing.
Charlie Mullins OBE - CEO of Pimlico Plumbers I’m honoured to support the
Awards, I started off my career as an Apprentice and know the real value they can bring.A good
quality apprenticeship can change lives.We do need more role models from diverse backgrounds to
promote apprenticeships and these awards are a perfect opportunity to do so.
Helen Grant MP - Former Chair of The Apprenticeship Diversity
Champions Network The Awards are about giving recognition to top employers, and shining
a light on those who are delivering exceptional programmes.The ADCN is about doing just that, a
Network of employers who are going above and beyond to make positive changes for apprenticeship
diversity amongst employers and encourages more people from underrepresented groups, including
those with disabilities, women and members of the BAME communities, to consider apprenticeships.

17. The Award Categories
In the following categories there is an award for a winning apprentice and a winning employer,
the employers who win are not necessarily the same employer as the winning apprentice as
they are each chosen on their own merit:
• Financial Legal and Professional Services
• Health Medical and Social Care
• Retail Hospitality andTourism
• CharityVoluntary organisations and Public Services
• Construction
• Engineering and Manufacturing
• Creative and Digital
•Transport and Logistics
The following are overall awards and again are not necessarily the same organisations that
have won an award in the previous categories
• Micro Employer of theYear
• Small and Medium Employer of theYear
• Large Employer of theYear
• Learning Provider of theYear
There is an overall award for Apprentice of theYear, which is chosen as the overall winner from
all of the category winners.

18. Brand awareness & recognition in the apprenticeship sector – some
people may only know you for certain things, this is an opportunity for you
promote new products and services.
Generate new sales & form new business partnerships – a great way
to strengthen your position amongst apprentices, learning providers and
employers.
Community involvement and giving back to the sector – a great way
to get involved with apprentices at a grass roots level.
Create, develop and enhance credibility – a great way to promote your
commitment to diversity by supporting an awards ceremony that promotes
diversity.
Distribute samples or trial offers – giveaway gifts to the apprentices so they
remembers the brand.
Sponsorship Opportunities
There are a number of sponsorship opportunities for your organisation to benefit from being associated with
the awards. By becoming a sponsor, you could benefit from the following:

19. Key Dates
Launch Date – 3rd February 2020
Launch Party – March 2020
Nomination Deadline – 1st May 2020
Shortlist Reveal – 6th May 2020
Awards Evening – 9th July 2020
Winner Lunch – October 2020

20. Coverage & Exposure
Total Press Reach
1 Million
Articles
24
Blogs
33
Twitter
Facebook
Impressions
165,050 36,620
Post Engagement
Total Social Media Reach
853,050
Figures produced from 2018 Awards
Retweets
5,270
Likes
7,290
Impressions
688,000

21. Branding Opportunities
Your logo and a full page
advert will be included in our
glossy awards brochure and
given to each guest.
Your logo will be
appear on our sponsor media
board where official guest and
winners photos will be taken
in front of.
Your logo will appear
regularly on screens during
the event and prominent
during your award category
Your logo will appear on
our website and all digital
marketing material relating to
your category and on all print
material
Display banners and distribute
marketing material during the
drinks reception of the event
By becoming a sponsor, your organisation could benefit from the following:
• Brand awareness & recognition in a micro niche sector
• Generate new sales & form new business partnerships
• Community involvement and giving back
• Create, develop and enhance credibility
• Contacts – access to mailing lists, distribution channels and broadcast
opportunities.

22. PRE EVENT
• Your logo will appear alongside
the BAME Apprenticeship Awards
logo and will be used wherever the
awards logo is placed
• Your logo and accreditation will be
present throughout all advertising
and marketing campaigns of the
awards in print and online, including
dedicated award website and on all
social media platforms
• Opportunity to have a
representative as a judge on the
judging panel or as an ambassador
for the awards
• Opportunity to produce editorial
features focusing on the sponsor’s
involvement and other initiatives
• Opportunity to host a launch party
inviting key members
AWARDS DINNER
• A table of 10 at the awards dinner
event plus additional seats if required
• A full page advert in the awards
brochure plus logo and accreditation
• A full page editorial piece in the
awards brochure
• Company logo to feature on all
trophies
• Company logo on screen during
presentation of category
• Company logo on Sponsors Board
and on screens throughout night
• Opportunity to exhibit at the dinner
drinks reception
• Opportunity to have branding and
material on dinner tables
• Opportunity to give the opening
address of the night
• Opportunity to present the main
award APPRENTICE OF THEYEAR
POST EVENT
• An Editorial, plus sponsor logo and
promotion on social media
• Opportunity to send marketing to
the awards database
• Opportunity to host the Winners
Lunch
Headline Sponsor Package From £20,000 + VAT

23. Category Sponsor Package From £6,000 + VAT
PRE EVENT
• Company logo and accreditation throughout
campaign in print and online including the
dedicated Awards website and all social
media platforms
• An Editorial feature focusing on the award
category and the sponsor’s involvement
• Sponsor profile to appear with relevant
award category on website and in print
• Sponsors Branding to appear on all pre and
post Award targeted marketing including in
print and online
AWARDS DINNER
• A table of 10 at the awards dinner event
• A full page advert in the awards programme
plus logo and accreditation
• Company logo on screen during presentation
of category
• Company logo on Sponsors Board and on
screens throughout night
• Opportunity to exhibit at the dinner drinks
reception
• Opportunity to present the category award
on the night
POST EVENT
• An Editorial, plus sponsor logo and
promotion on social media
• Opportunity to send marketing to the
awards database
• Opportunity to attend the Winners Lunch

24. Solus Marketing Opportunities
Please note this booklet show some of the sponsorship opportunities brands can take advantage of and packages can be
tailored to a sponsor’s needs.This applies to all of our sponsorship packages. For more information on bespoke packages
please contact our Event Director:
Kasim Choudhry
0121 708 0731
Kasim.Choudhry@pathwaygroup.co.uk Event organised by