As Stonewall’s iconic Rainbow Laces campaign celebrates its ten-year milestone, a remarkable transformation in the attitudes of sports fans towards the LGBTQ+ community comes to light. This significant shift is unveiled through research commissioned by the LGBTQ+ charity, carried out by Walnut ICM, and it signifies a noteworthy turning point in the world of sports.
Embracing Diversity
The research findings indicate a substantial increase in acceptance and inclusion. In 2022, a staggering 74 percent of the 12 million sports fans who encountered the Rainbow Laces campaign considered LGBTQ+ individuals as integral parts of their sports communities, up from 68 percent the previous year. In contrast, only 58 percent of sports fans who did not see the campaign shared this perspective.
Furthermore, 78 percent of respondents expressed that they would not be embarrassed if their favorite player came out as gay, demonstrating a growing acceptance among fans. An encouraging 60 percent also stated they would be happy to play alongside a transgender teammate.
Challenges Persist
While progress is evident, there remains work to be done. Approximately 21 percent of sports fans still view anti-LGBTQ+ comments as harmless, and nearly a quarter (24 percent) admitted they would not confront someone making homophobic remarks at a sports event. In terms of welcoming LGBTQ+ athletes, only 36 percent felt lesbian and bisexual women were embraced, 33 percent believed the same for gay and bisexual men, and a mere 23 percent felt that trans athletes were welcomed.
A Call for Continued Advocacy
Michael Gunning, a professional swimmer and Stonewall sports champion, acknowledges the transformative impact of the campaign on sports. Gunning reflects on the past, where sport was often a hostile environment for LGBTQ+ individuals, making them feel unable to be their authentic selves. While significant progress has been made, he emphasizes the need to keep advocating for inclusivity, especially as the world’s eyes turn towards the Paris 2024 Olympic Games.
Liz Ward, director of programs at Stonewall, highlights the power of visibility and the changing landscape of LGBTQ+ representation in sports. However, she underscores the importance of continued efforts to ensure that sports truly become an inclusive space for everyone.
Robbie de Santos, director of external affairs at Stonewall, underscores the need to address barriers that still deter LGBTQ+ individuals from participating in sports. He emphasizes that the Rainbow Laces symbol must evolve into a mindset of inclusion at all levels of sports, from grassroots to elite, to make sport truly everyone’s game. The Rainbow Laces campaign, with a decade of progress behind it, serves as a beacon of hope and a reminder that there is still much more to achieve on the journey towards complete LGBTQ+ acceptance in the world of sports.