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When the players from Everton, Southampton and Brøndby IF enter the pitch this weekend for their respective matches in Premier League and the Danish Superliga, they will be wearing a specially designed rainbow warm-up shirt.
As part of Copenhagen 2021 World Pride and EuroGames celebration, the Danish sportswear brand hummel has taken the initiative to support the fight for diversity and inclusivity in sports.
Even though many brave athletes have already paved the way for more inclusion in the world of sports, the game is far from over. More than one in five LGBTI + people have experienced homophobia or transphobia, while a report from Kick It Out has revealed that reports of abuse based on sexual orientation in professional football have increased by 95% in the past year.
That’s exactly why hummel has decided to launch a unique rainbow warm-up shirt in collaboration with three of its biggest football sponsorships with the aim of raising awareness about the problem.
Allan Vad Nielsen, hummel’s CEO said: "It requires a solid team effort to create positive change in sport and beyond, and that’s why we are extremely proud to spread the message of openness in the world of sports by combining three of our biggest football sponsorships with our Copenhagen 2021 sponsorship.”
The new rainbow warm-up shirt is designed as a mash-up of all flags recognized by the LGBTI+ community and underpins #YouAreIncluded which is the overall theme of Copenhagen 2021.
"Football and sport are for everyone, and it is important that we stand together to celebrate this. Over the past years we’ve supported several projects to promote inclusion in sports and we intend to continue to do so. Sport has a unique ability to connect people across nationalities, religions, cultures, and genders, and with this new rainbow design we want to bring together coaches, players, and fans from different clubs. Simply because we believe that we can only make a difference if we stand together as one team,” said Allan Vad Nielsen.
After the weekend’s games, all warm-up shirts from the three clubs will go up for auction and the revenue will be donated to local initiatives supporting the LGBTI+ movement.
The proceeds from Brøndby shirts will go to support Danish Pan Idræt, while Everton will donate the funds to their Everton in the Community’s Youth Engagement Programme with a particular focus on delivering LGBTI+ awareness elements in primary and secondary schools. At Southampton, the money raised will be donated to the Saints Foundation with the aim of helping young LGBTI+ people in the local area.
Seamus Coleman, Everton captain, said: “As a Club and a squad, we have long been committed to celebrating and promoting equality and diversity, not only in football but across society as a whole. It is so important we continue to create environments where people are able to be themselves and that we keep up the fight to eradicate prejudice. Evertonians will all be aware of the All Together Now campaign the Club has been running for the past three seasons and we’re delighted to join forces with hummel today to reiterate our support for the LGBTI+ community once again.”
Southampton’s Director of Marketing and Partnerships, Sarah Batters, commented: “At Southampton Football Club we strive to make football an inclusive environment for everyone and we recognise that there is work to be done to champion the LGBTQ+ community and eliminate discrimination. We’re proud to stand alongside our partner, hummel, in the fight for inclusivity in football by sending a message that homophobia and transphobia has no place in our game.”
