Story perspectives

Millwall Unveils Pride Playbook, Touts £428 M Revenue Boost

6/4/2026

Summary

Story summary

Millwall FC launched Pride Playbook with Millwall Romans and Romans agency, combining studies with advice from Football v Homophobia and Global Fund for Sport Development.
Research shows 65% of UK LGBTQ-plus adults would attend more matches if clubs improved, potentially adding £428 million in season revenue.
A survey found 81% of LGBTQ fans have faced homophobic behaviour, prompting player Zander Murray to say official club backing is essential for structural change.

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Story summary

Millwall FC launched Pride Playbook with Millwall Romans and Romans agency, combining studies with advice from Football v Homophobia and Global Fund for Sport Development.
Research shows 65% of UK LGBTQ-plus adults would attend more matches if clubs improved, potentially adding £428 million in season revenue.
A survey found 81% of LGBTQ fans have faced homophobic behaviour, prompting player Zander Murray to say official club backing is essential for structural change.