Football is almost unique in its ability to connect and inspire passion across a diverse range of consumers. Yet the beautiful game also shines a light on the dark underbelly of society; from racism to homophobia football shows the very best, but also the very worst of society.

Arguably some of the biggest challenges we face as a community are being tackled on the pitch. From Raheem Stirling’s stunning takedown of the underlying racism impacting traditional media coverage to Stonewall’s rainbow laces campaign; football is tackling far more than a ball.

It’s a shift that has fundamental impact for sponsors who historically have suffered from being viewed by fans as a ‘prawn sandwich brigade’ almost entirely removed from the passion, let alone politics, of the game. This is why it is refreshing to see Coca-Cola and the Premier League coming together to support Stonewall’s Rainbow Laces campaign alongside M&C Saatchi Sport & Entertainment. This weekend the brand unveiled giant rainbow ‘Welcome’ mats outside key premier league stadiums.

The soft drink giant is also giving away 30,000 pairs of Rainbow Laces which will be gifted to fans throughout the weekend, along with a can of Coca-Cola zero sugar. Coca-Cola has joined TeamPride, a group of leading organisations committed to making sport open to everyone. The brand is also making a donation to Stonewall to enable the LGBT+ charity continue its vital work in building a society and sporting environment that is safe and inclusive for all and does not discriminate on the grounds of sexuality.

Kris Robbens, Marketing Director for Coca-Cola Great Britain and Ireland, said, “Coca-Cola has always valued diversity and equality. With a long-standing history as a supporter of the LGBT community, we’re proud to be part of TeamPride, with the aim of ensuring everyone feels included and excited to enjoy sport.”

Robbie de Santos, Director of Sport, Stonewall, added, “When Rainbow Laces started, we asked people to lace up to raise awareness of equality in football. Since then, the campaign has grown phenomenally and is no longer just about football. But, we know from our research, that many lesbian, gay, bi and trans people still feel that public sporting events aren’t a welcoming space. The support from Coca-Cola this year and for the next three years will be invaluable in helping us achieve our mission of making sport everyone’s game.”

Fans are being asked to show their support for Rainbow Laces by taking a photo at their club's welcome mat and posting using #RainbowLaces and #WhereEveryonePlays hashtags.

The long-term investment in this campaign shows that ‘Football is for everyone’ is far more than an empty marketing slogan: it is a statement of intent. This activation beautifully shows the way in which a game that has all too often been polarising, can bring society together and pave the way for a more inclusive sporting future. A shift which global sponsors would be wise to be on the forefront of.