Late November saw the world’s most watched football league, the Premier League, launch ‘This Is Everyone’s Game’: a multi-platform campaign that spearheads the rights-holder’s partnership with Stonewall’s ‘Rainbow Laces’ initiative.
The initiative will see England’s top flight teams promote #RainbowLaces across two rounds of match fixtures starting on 30 November.
The central creative concept sees the world famous Premier League logo transformed into rainbow colours and paired with copy promoting the message that football is for everyone.
Clubs and communities are stronger when everyone feels welcome, and it’s down to all of us to make that happen.
The Premier League stands proudly alongside @stonewalluk in promoting equality and diversityhttps://t.co/IGvfdWCHO5#RainbowLaces pic.twitter.com/8SAsKbn3sj
— Premier League (@premierleague) November 30, 2018
Plus, across the two Premier League match weeks fixtures will see bespoke Rainbow Laces pitch flags, ball plinths, handshake boards and substitutes boards, as well as captain’s wearing rainbow armbands and players wearing rainbow laces in their boots.
While LED boards around the pitches will highlight the campaign and the league’s digital platforms and social media channels will feature the rainbow Premier League logo.
The league and the clubs are encouraging all fans to support LGBT people in football and beyond by making them feel welcome (and are encouraging fans and players alike to challenge and report abusive behaviour wherever they find it – in stadiums or online).
While print media activity will kick off on Friday 30 November with a cover wrap of the Metro newspaper, before a roll out of content across print and out-of-home spaces.
The Premier League also plans to publish a series of short films showcasing LGBT football fans across its own channels over the campaign period.
Including West Ham fan Natasha’s Story (click to view) and John’s Story (click to view).
The campaign was developed in harness with media, content and technology agency Wavemaker and creative innovation agency The VMLY&R.
The league is also working with its 20 clubs and supporting them if they chose to host a home game dedicated to the campaign.
These #RainbowLaces fixtures will begin on Friday 30 November when Cardiff City host Wolverhampton Wanderers and will run until Wednesday 5 December.
The clubs are also supporting the initiative and amplifying the campaign’s contents and assets across their own channels.
We're proud to support @stonewalluk's #RainbowLaces#RainbowLaces fixture. #WeAreLiverpool #YNWA pic.twitter.com/E1VfhCPltp
— Liverpool FC (@LFC) November 29, 2018
We're proud to support the #RainbowLaces campaign with @StonewallUK
Arsenal is for everyone
— Arsenal FC (@Arsenal) November 28, 2018
As is Stonewall itself.
Wear Your #RainbowLaces Day 2018 is officially here! We hope you're laced up with pride. This year's focus is on how you can step up as an ally to LGBT people in sport, so read our top tips and tweet out your pictures using the hashtags! #WYRLD2018 https://t.co/THaarImUxV pic.twitter.com/Eq0ODAGJzq
— Stonewall (@stonewalluk) November 28, 2018
Remember that tomorrow is Wear Your #RainbowLaces Day 2018! Lace up your shoes, tie them in your hair, or get creative, but whatever you do make sure you're wearing your laces tomorrow with pride! #WYRLD2018 pic.twitter.com/kN2sHjJkkT
— Stonewall (@stonewalluk) November 27, 2018
The activity forms part of a three-year partnership with Stonewall, the British charity for lesbian, gay and trans equality, which celebrated its annual #RainbowLaces Day this week.
‘This Is Everyone’s Game’ will unite the Premier League’s 20 clubs to together champion the LGBT community and continue efforts to promote equality and diversity in football.
“This campaign promotes a message that is extremely important to the Premier League and our clubs – football is for everyone,” explained Premier League managing director Richard Masters.
“Our clubs already do fantastic work to support equality and diversity across the sport and we are proud to be celebrating Stonewall’s Rainbow Laces initiative.”
“Such a visible demonstration of support can’t be underestimated. This is because of the powerful message it sends to young LGBT people who, after this year’s campaign, will be left in no doubt that football is somewhere they belong,” said Stonewall’s director of sport Kirsty Clarke – commenting on the organisation’s relationship with the Premier League.
Comment:
Stonewall’s five-year-old initiative encourages people across the UK and around the world to wear Rainbow Laces to help ‘make sport everyone’s game.’
The award-winning Rainbow Laces initiative first launched back in 2013 and since then has steadily grown to become a fixture in the sports calendar.
UK sports properties and rights-holders supporting the Rainbow Laces initiative has turned from a trickle into a flood this year.
A wide variety of players, coaches, refs, officials, sporting governing bodies and organisations publicly backing Stonewell’s annual initiative, which includes brands active in the sports sponsorship space,
Laces, Laces, get your #RainbowLaces!
We're proudly supporting @stonewalluk and their campaign again this year!
If you would like a pair, just send us a DM with your name, address and don't forget to use #RainbowLaces pic.twitter.com/bTO9gkcjhZ
— Aviva UK Support (@AvivaUKSupport) November 20, 2018
and rights-holders such as plus the EFL,
the FA Women’s Super League
It's #RainbowLacesDay!
The #rainbowlaces campaign gives everyone a chance show their support for #LGBT equality and inclusivity pic.twitter.com/YSuHdCHwqT
— The FA Women's Super League (@FAWSL) November 28, 2018
England Rugby,
26' ENG 10 – 3 AUS
We're supporting @stonewalluk's #RainbowLaces campaign at Twickenham today.
#ENGvAUS pic.twitter.com/I4KQMow4ZR— England Rugby (@EnglandRugby) November 24, 2018
and its star players,
The boots have never looked better #rainbowlaces @stonewallukpic.twitter.com/Wjs17HE0X1
— Chris Robshaw (@ChrisRobshaw) November 16, 2018
Premiership Rugby,
The match officials shirts designed by @GILBERT_RUGBY for this weekend’s #GalagherPrem matches in support of @stonewalluk ‘s #RainbowLaces campaign are receiving a lot of praise @gallagheruk_ pic.twitter.com/MqUCHo5nwJ
— Premiership Rugby (@premrugby) November 22, 2018
This is why we're supporting @stonewalluk's #RainbowLaces campaign@WaspsRugby winger @_JoshBassett and @InkHead22 are heading up the cause
Along with our partner @gallagheruk_, we're promoting LGBT inclusion in sport https://t.co/ss2lUEB3n5 pic.twitter.com/UE9LBhoKOK
— Premiership Rugby (@premrugby) November 23, 2018
World Rugby,
Great gestures of support for @gareththomas14 and LGBT members of the global rugby family at the weekend.
Special thanks to our friends in International Gay Rugby @IGRClubhouse for the box of rainbow laces to mark #RainbowLaces Day today #RugbyForAll pic.twitter.com/Tr9L6lzutV
— World Rugby (@WorldRugby) November 28, 2018
WRU,
Wales & Wales Women will again support @StonewallCymru #RainbowLacesDay campaign & show their support to former captain @gareththomas14 by wearing #RainbowLaces in their fixtures this weekend
More info on our continued support for @StonewallCymru https://t.co/BjLjARDxQF pic.twitter.com/qBD2LR8KVI
— Welsh Rugby Union (@WelshRugbyUnion) November 22, 2018
#WalesWomen have their #RainbowLaces ready for the morning Come out and show your support @ArmsParkCardiff as @CarysPhillips2's side take on @RugbyCanada
Sat 24 Nov
11.30
£5 and £1, on sale at Quay St entrance from 10am pic.twitter.com/UPNk7jOETz— Welsh Rugby Union(@WelshRugbyUnion) November 23, 2018
Scottish Rugby,
SUPPORT | Scotland players showed their support today for @stonewalluk #RainbowLaces campaign. Scottish Rugby works closely with @ThebansRugby & @GlasgowAlphas to promote inclusion and tolerance in rugby and society – https://t.co/4iljUKBE2f pic.twitter.com/M9tp9M320D
— Scottish Rugby (@Scotlandteam) November 23, 2018
and the English and Wales Cricket Board,
as well as the British Olympic Association.
Today, in support of Rainbow Laces Day, we are Team LGBT!
The Olympic Games, as with all sport, should be for everyone. That’s why we’re proud to become Team LGBT today and support #RainbowLaces pic.twitter.com/eSMRk6cMKQ
— Team GB (@TeamGB) November 28, 2018
Indeed, the BOA’s Team GB actually rebranded as Team LGBT on 28 November as a show of its support for Stonewall Rainbow Laces.
This saw the BOA change Team GB’s logos across all social channels to help raise awareness of the campaign and demonstrate its pride in all its LGBT athletes.
Today, in support of Rainbow Laces Day, we are Team LGBT!
The Olympic Games, as with all sport, should be for everyone. That’s why we’re proud to become Team LGBT today and support #RainbowLaces pic.twitter.com/eSMRk6cMKQ
— Team GB (@TeamGB) November 28, 2018
“Becoming Team LGBT as an ally of the Stonewall UK Rainbow Laces campaign today is symbolic of the British Olympic Association’s wider support for diversity in sport,” said BOA athletes commission chair Ben Hawes.
“Being part of Team GB means being part of an inclusive environment and supporting your fellow Olympians as one Team GB no matter of sexuality, ethnicity or background. As arguably the most inclusive and representative sports team in the country, LGBT athletes have a rich history of involvement and success with Team GB at the Olympic Games. These athletes are role models for the nation and fantastic ambassadors for their sports and the LGBT community.”
Rainbow Laces was founded by in 2013 by Stonewall UK, the British charity for lesbian, gay and trans equality and since then it has become a fixture in the sports calendar.
Its first partner campaign back in 2013 was with bookie Paddy Power (see case study).
In 2014 Arsenal FC backed the project (see case study), while in 2016 the Stonewall led initiative launched its own spearhead spot for that year’s iteration of the campaign.
Also in 2016, on the other side of the Atlantic the NHL’s Edmonton Oilers became the first NHL side to feature rainbow coloured Pride Tape on the team’s sticks during a game (see case study).
Links:
Premier League
https://www.premierleague.com/
https://www.facebook.com/premierleague
https://twitter.com/premierleague
http://www.youtube.com/premierleague
https://www.instagram.com/premierleague/
Stonewall
https://www.stonewall.org.uk/
https://www.stonewall.org.uk/our-work/campaigns/rainbow-laces
https://www.facebook.com/stonewalluk
https://www.instagram.com/stonewalluk/
https://twitter.com/stonewalluk
https://www.youtube.com/user/stonewalluk
Wavemaker
https://wavemakerglobal.com/
VMLY&R
https://vmlyr.com/
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