Unique partnership of Stonewall and TeamPride praised by judges
Rainbow Laces recognised for its creativity, execution and strategy
Thousands of fans have joined the campaign since its launch in 2013
Rainbow Laces was named Campaign of the Year at the BT Sports Industry Awards at a star-studded event in Battersea, London on 26 April 2018.
The campaign is Stonewall’s flagship sports campaign. Its mission is to make sport everyone’s game, ensuring that all lesbian, gay bi and trans people can enjoy and be a part of sport.
Arsenal’s Alex Scott presented the prestigious award to Robbie de Santos, Stonewall’s Head of Campaigns and Kirsty Clarke, Stonewall’s Director of Sport, who were there to represent TeamPride.
TeamPride is the consortium of companies that work with Stonewall to help make the Rainbow Laces campaign possible. TeamPride members are adidas, Aon, Aviva, Barclays, eBay, Manchester United, o2, Premier League, Sky Sports and Visa.
TeamPride not only provide funding but also invest expertise and strategic guidance, engage leading sports institutions and bodies and create a team of Rainbow Laces supporters through their staff and customer networks.
This unique style of partnership impressed the award judges who also praised the campaign for its creativity, execution and strategy. Previous winners of Campaign of the Year include Channel 4 for ‘We’re the Superhumans’.
Since its launch in 2013, Rainbow Laces has become a fixture in the sports calendar and thousands of laces have been bought by fans who previously would never have had the tools or confidence to show their support for LGBT people in sport.
Rainbow Laces has been adopted by everyone from women’s basketball to wheelchair rugby and swimming.
BT Sports Industry Awards is the most prestigious commercial sports award in Europe and the ceremony was attended by some of the biggest names in sport. Guests included Sir Mo Farah, Johanna Konta, Sir Ben Ainslie, George Groves, Brian O’Driscoll, Casey Stoney, Jordan Nobbs, Chris Eubank Jr and Snr, Kate and Helen Richardson-Walsh and Ellie Simmonds.
Kirsty Clarke, Director of Sport, said: ‘Winning this award is such a proud moment for Stonewall and TeamPride and it’s great for all those who make Rainbow Laces happen to have their passion and commitment recognised.
‘With a simple shoelace we’ve inspired senior sports leaders, institutions, grass roots clubs, fans, athletes and the wider public to support lesbian, gay, bi and trans people in sport like never before.
‘We’ve placed Rainbow Laces firmly in the sporting calendar, creating a campaign that sports bodies and organisations actively want to get involved with, if they’re not already.
‘We’ve been able to further our reach through innovative partnership work, creating a collaborative funding model that allows the campaign to be adopted by all sports, regardless of sponsorship deals. Our partners – who together form TeamPride - enable us to speak to sports communities in a new and more direct way.
‘We would not have been able to do this without the support, insight and determination the amazing team of people that make up TeamPride.’
Some of the sports bodies who take part in Rainbow Laces include British Basketball, the British Olympic Association (Team GB), British Cycling, England Hockey, England Rugby, the English Cricket Board, English Football League, Football Association, Great Britain Wheelchair Rugby, Premier League, Premiership Rugby, Professional Football Association, Rugby Football League, Scottish Professional Football Association, UK Athletics, Welsh Football Association and Welsh Rugby.