Dele Adebola says there can be no let-up in the continuing fight against racism in sport in this country.

Bristol City's striker has thrown his weight behind the club's policy of zero tolerance and welcomed the hard-line sanctions imposed by UEFA.

Spanish club Atletico Madrid were this week fined a record sum of £150,000 after a UEFA investigation found their fans guilty of racism in a Champions League game against Marseilles.

The punishment came just a few weeks after the Croatian FA was fined £15,000 after their fans targeted England players Emile Heskey, Ashley Cole and Theo Walcott during September's World Cup qualifier in Zagreb.

Bristol City will make their own stand against racism when their players warm up in T-shirts commissioned by football's "Kick It Out" campaign before they play Norwich at Ashton Gate today.

Adebola believes the Football Association is leading the fight against prejudice and insists the rest of the world can learn from the English example.

Referring to the punitive fine imposed upon Atletico, City's veteran forward said: "Football has been crying out for these kinds of sanctions.

"In most cases, it's just a small minority. But these people think they can get away with it, and they need to be shown that they can't.

"There's no better way of getting the message across than by hitting clubs and national associations in the pocket if they won't take the steps necessary to bring it to an end.

"It will be a long time before it is totally eradicated but UEFA's stance is a step in the right direction and I applaud them for that."

City are staging a "One Game, One Community" day of action and Adebola believes the FA and Football League have done more than any other European organisation to put their own house in order.

He recalled: "We've come a very long way indeed in this country. I remember the days when John Barnes would have bananas thrown at him and there was no escaping racism at places like Millwall. That was really disturbing.

"But those days are long gone and I certainly haven't encountered anything like that for a few years.

"I think England is leading the way.

"But we can't afford to become complacent and it's important to support the Kick It Out campaign and the days of action like the one we are holding at Ashton Gate this weekend.

"If everyone inside the stadium is behind the campaign, then the message will get across."

Adebola insists racism is a social problem but says sport has a crucial role to play in eradicating institutionalised prejudice.

"It's a problem born out of ignorance and it requires education to correct it," added the Bristol City striker.

"More than any other sport in this country, football reflects society, and it's a great place to start in getting the message across."