Football club inclusivity is under the spotlight as Millwall Romans launches a major new campaign encouraging professional football clubs across England to establish and support LGBTQ+ inclusive teams.
Working alongside lead sponsor The Romans, the campaign includes a nationwide billboard initiative, a panel discussion event, and the release of the Pride Playbook – a practical framework designed to help clubs move from talking about inclusion to actively embedding it within their structures.
The initiative aims to bring together LGBTQ+ teams, football scouts, Community Trust leaders and club decision-makers to encourage greater adoption and long-term support for inclusive teams throughout the football pyramid.
Fans Overestimate Progress on LGBTQ+ Inclusion
New research commissioned as part of the campaign highlights a significant perception gap among football supporters.
Nearly 70% of LGBTQ+ fans and allies believe that at least three clubs across England’s top four divisions already operate LGBTQ+ teams. However, the reality is very different, with Millwall Romans remaining one of the most prominent examples of a fully integrated LGBTQ+ football team supported by a professional club.
While several clubs provide varying levels of support through branding, kits and community initiatives, Millwall’s model is widely viewed as a benchmark for meaningful integration. The club supports both Millwall Romans and Millwall Pride through its community structures and ongoing promotion throughout the season.
Inclusion Could Unlock Millions in Matchday Revenue
The campaign also argues that LGBTQ+ inclusion is not only a social responsibility but a significant commercial opportunity.
According to new research, 65% of LGBTQ+ adults in the UK say they would be more likely to attend football matches if clubs demonstrated stronger LGBTQ+ initiatives. Researchers estimate that improved inclusivity could generate up to £428 million in additional matchday revenue per season for UK football clubs.
The findings suggest that creating more welcoming environments could help clubs attract new supporters while strengthening relationships with existing fans.
Homophobia Remains a Major Concern
Despite ongoing progress across football, many supporters continue to encounter discrimination.
Research found that 81% of LGBTQ+ fans have either experienced or witnessed homophobic behaviour in or around football stadiums. Nearly half of respondents said clubs should offer coaching and training support for LGBTQ+ initiatives, while 38% called for year-round commitments rather than one-off campaigns during Pride Month.
Football v Homophobia Supports the Initiative
Speaking about the launch, communications representative Jon Holmes from Football v Homophobia said the Pride Playbook provides clubs with a practical route towards meaningful change.
Holmes explained that the guide offers a framework for integrating LGBTQ+ inclusive teams into club structures while helping create environments where inclusion becomes embedded within everyday operations rather than occasional campaigns.
The Pride Playbook: A Blueprint for Clubs
The Pride Playbook brings together practical advice, case studies and best practices gathered from Millwall Romans and organisations including Football v Homophobia.
The resource is designed to help clubs establish long-term support structures for LGBTQ+ players and teams while creating environments where participants feel welcome from the moment they join.
Paul Loding, Chairman and Manager of Millwall Romans, said inclusive teams play a crucial role in football’s future and help create a culture where players and supporters feel safe, visible and valued.
Former professional footballer Zander Murray also backed the campaign, highlighting the importance of visibility and structural change within the sport. He argued that officially adopting and funding LGBTQ+ teams would help ensure players at every level know they have a place within football.
A Growing Partnership with The Romans
The campaign builds on the ongoing partnership between Millwall Romans and The Romans, which began in 2024. The PR and social agency has positioned itself as a strong supporter of diversity and inclusion within both football and the communications industry.
As part of the collaboration, the agency is helping raise awareness of the Pride Playbook and encouraging clubs nationwide to follow Millwall’s example.
Where to Find the Pride Playbook
Football clubs, community organisations and supporters interested in learning more can explore the official Pride Playbook through the Millwall Romans initiative.
