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Rainbow Laces: TeamPride Partners

Context

• Homophobic society

• Sport particularly acute

• Not just accepted, expected

• Prevents participation - and coming out

• Similar to 1980s/90s racism

…and then Paddy Power came along

Right behind gay football players

New research

• Still widespread – 72% of fans have heard abuse

• Most want sport to change – 63% say more should be done

• Young people believe as banter, it’s fine – 22% vs 13% overall

Refreshed brand and mission

• Change attitudes through sport

• Reduce chants and abuse

• Make sport everyone’s game

Activating corporates and partners

• How to make Rainbow Laces visible

• Steering group – TeamPride

• Making connections

Rainbow Laces Week 2017/18

What does success look like and how can TeamPride support?

• Sports involved

• Talent – TeamPride 11? TeamPride Athletes?

• Creative collateral and stunts

• Communications

• Sport engagement

• Partnerships

• Sponsor letter

Impact

• 833 media hits

• 24% saw the campaign

• 35% who regularly watch sport

• Proportion of 25-34s who think homophobic language

is acceptable dropped from 23% to 15%

Questions and thoughts

#RainbowLaces

Kim Sanders

@kimmyksanders

@stonewalluk

Jon Holmes

@jonboy79

@SportsMediaLGBT

Visit the CharityComms website to

view slides from past events, see what

events we have coming up and to

check out what else we do:

www.charitycomms.org.uk

25 January 2018

Seminar

London

#CCpartnerships

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