The campaign will include a series of billboards, a panel event and the launch of the Pride Playbook
New research from Millwall Romans, Millwall FC’s LGBTQ+ football team, found that UK football clubs could unlock up to £428 million in additional matchday revenue each season by improving LGBTQ+ inclusion. 83% of UK LGBTQ+ football fans want clubs to launch dedicated LGBTQ+ teams, with over 2 in 5 of all UK football fans supporting the idea.
Millwall Romans is calling on other clubs to act and has launched The Pride Playbook – a book designed to help clubs create inclusive football programmes and safer environments for LGBTQ+ players and supporters.
In collaboration with the team’s lead sponsor, The Romans, the campaign will include a series of billboards, a panel event and the launch of the Pride Playbook – a practical blueprint designed to help clubs establish and support LGBTQ+ inclusive teams. Together, these initiatives aim to unite LGBTQ+ teams, scouts, and Community Trust CEOs to move beyond conversation and facilitate the official adoption of teams by professional clubs.
Several clubs offer various levels of support to non-affiliated LGBTQ+ teams through kit and branding. Millwall FC supports and promotes both Millwall Romans and Millwall Pride throughout the season, as well as integrating them within the Community Trust set-up.
New analysis shows there is economic opportunity to be uncovered, with nearly two thirds of UK LGBTQ+ adults stating they would be more likely to watch football games at a team’s ground if they had LGBTQ+ initiatives. Further analysis found that improving these initiatives would allow UK football clubs to unlock up to £428 million in additional matchday revenue each season.
81% of LGBTQ+ fans report having personally experienced or witnessed homophobic behaviour in or around a stadium.
Jon Holmes, Communications at Football v Homophobia said: “The Pride Playbook is a practical step forward in helping clubs move from intent to action. It provides a clear framework for integrating LGBTQ+ inclusive teams into club structures and creating environments where inclusion is embedded, not occasional. Millwall FC has shown how to achieve this and is reaping the rewards. Now it’s time for other clubs across the leagues to realise the potential in their local areas by learning from this model.”
Paul Loding, Chairman and Manager at Millwall Romans, said: “There is no question that inclusive teams are vital to the future of football. It is important to adopt a culture where players and fans feel a genuine sense of safety and belonging. When a club fully integrates an LGBTQ+ team, it sends a powerful message that the game is truly for everyone, providing the visibility needed to challenge outdated prejudices. We need this level of commitment across the board to ensure that inclusion isn’t just a one-off event, but a permanent, protected part of the footballing community.”
Zander Murray, Former Forward Player at Bonnyrigg Rose, Motherwell & Airdrieonians said: “Coming out as a professional player, I’ve seen the power of visibility, but I’ve also seen the barriers that still exist for LGBTQ+ people in this sport. It is startling that so many fans still witness homophobia, and even more so that Millwall stands alone as the only club to fully integrate an LGBTQ+ team. By calling on top-flight clubs to officially adopt and fund teams, we aren’t just making a statement – Millwall Romans are building a blueprint for a future where every player, at every level, knows they have a permanent home in the game.”
Millwall Romans is sponsored by PR and social agency, The Romans. Fans can explore the Millwall Romans Pride Playbook here.
