The Rainbow Laces campaign asks football players to wear rainbow-coloured bootlaces sent by Stonewall to every professional player in the UK, including youth and women’s teams, along with 650 MPs and leading political figures for the weekend of 13-14 September.
Some of the UK’s best known brands are supporting the Rainbow Laces campaign including Metro which, in an industry first, has filled its entire Monday edition with advertising from the supporting brands.
Premier Inn has rebranded to Premier Out with comms including advertising and social media for the whole of Monday to support the campaign, which is now in its second year.
Russell Braterman, Premier Inn brand marketing director, said: "Whether it's welcoming the guests who stay with us, or the staff we employ, Premier Inn is fully committed to equal opportunities. We'll never discriminate because of age, sex, race, nationality, ethnicity, religion or belief, disability, gender reassignment, sexual orientation or civil partnership.
"As a brand we welcome thousands of football fans, teams and players through our doors every year, which is why we are proud to be supporting this campaign and making Premier Inn, Premier Out for rainbow laces."
Paddy Power has also joined the cause, in a collaboration with Arsenal players, to create a video made by Lucky Generals and M2M called The Changing Room in support of the campaign.
A paddy Power spokesperson said: "We love football but it needs a good kick up the ass.
"In many other areas of life, people can be open about their sexuality and it’s time for football to take a stand and show players it doesn’t matter what team they play for."
Fans and grassroots players will be asked to tweet their support using the official hashtag: #RainbowLaces.
Other brands include PlayStation, Sega, Relish Broadband, KLM, Heineken, Pepsico, Lastminute.com, Dr Martens, BT Broadband / BT Sport, Starbucks, Fiat and Jersey Tourism.