The Premier League is charting a new course for LGBTQ+ inclusion with the introduction of the "With Pride" campaign in February. This initiative marks a shift from the previous Rainbow Laces campaign with Stonewall, aiming to promote inclusivity without placing direct pressure on individual players.
The "With Pride" campaign, scheduled from February 6 to February 13, will involve all Premier League teams, ensuring every team has a home game during this period to maximize stadium activation and engagement with LGBTQ+ supporter groups. Developed in collaboration with Nomad Studio, a London-based marketing agency, the campaign seeks to maintain visibility through matchday branding, including LED advertising boards, big screens, ball plinths, and pre-match handshake boards.
A key element of this new approach is moving away from individual displays of support, such as requiring captains to wear rainbow armbands, which had sparked controversy in past seasons due to some players' religious beliefs or personal discomfort. Instead, the Premier League is exploring collective symbols of support, potentially including a pride-themed match ball for future seasons. This shift aims to foster a more inclusive environment where all players feel comfortable participating.
In addition to matchday visibility, the Premier League is partnering with Switchboard, the U.K.'s national LGBTQ+ support line, to provide training for Premier League player care teams on LGBTQ+ related issues. This initiative aims to ensure that players have access to confidential support and advice regarding sexual orientation and gender identity.
Individual clubs are also taking proactive steps to celebrate LGBTQ+ History Month and promote inclusion. Brentford, for example, will dedicate its Premier League fixture against Arsenal on February 12 to LGBTQ+ History Month as part of the "With Pride" campaign. The club will recognize the work of its LGBTQ+ fan group, the LGBeeTs, with an illustration showcasing their positive contributions to the community. Brentford is also hosting "Our Game with Pride," a panel discussion event focused on breaking down barriers to inclusion for the LGBTQ+ community in football.
The Premier League's commitment to LGBTQ+ inclusion extends beyond these specific campaigns. The Premier League Equality, Diversity and Inclusion Standard (PLEDIS) is mandatory for all clubs, ensuring inclusive environments through staff training and a culture where LGBTQ+ individuals feel welcome. The league has measures in place to address discriminatory abuse, including homophobic, transphobic, and biphobic language and chants, with sanctions such as stadium bans for offenders.
While the Premier League's partnership with Stonewall's Rainbow Laces campaign has ended, the league insists it remains dedicated to proactively supporting the LGBTQ+ community. This new approach seeks to build on past efforts, addressing the challenges and controversies that arose from requiring individual displays of support, and fostering a more unified and inclusive environment for all.