Racism exists in many firms though, not just someone saying "you're black, you can't have this job".
Take Sterling's example about the media. Two young footballers, one black, one white. They both bought houses for their mams. The black was described as "flash" for buying a house outright with the added "despite never starting a game" whereas it simply said the white player bought a house for his mam.
You think that is in anyway racist?