Millwall Romans FC

Pride Playbook

Brief

  • London
  • Consumer
  • Sports & Entertainment

Raise awareness of the barriers LGBTQ+ individuals face in football, while celebrating The Millwall Romans as a safe and inclusive space for the community.

Idea

You can't fix a problem football doesn't think it has. That's why we didn't just make a campaign. We made something the sport could actually use, in a language it understands.

The Pride Playbook. A practical, open-source guide for any club to follow to launch its own LGBTQI team, written by the people who've lived it. Players and coaches from the Millwall Romans. Charities working in the space: Kick It Out. Football vs Homophobia. And Zander Murray, one of just five openly gay male professional footballers in the world, who lent his voice, experience, and story to every page.

1
Physical playbook sent to every club in the country
49
pieces of top-tier coverage
138M
reach and rising
28k
traffic to the website
Betway

Roddick Returns