Full Breakdown
Millwall’s Pride Playbook Aims to Guide English Clubs in Building LGBTQ+ Inclusive Teams
6/4/2026, 8:38:52 AM
Launch of the Pride Playbook
During Pride month, Millwall FC, its community-trust team Millwall Romans, and the PR agency The Romans released a 78-page “Pride Playbook.” The guide offers a step-by-step framework for professional clubs to establish, fund and support LGBTQ+ inclusive football teams, and includes three “don’ts” for handling opposition.
Background and Development
Millwall Romans was created in June 2020 through a partnership between Millwall FC and the existing London Romans side. The initiative expanded in 2022 with Millwall Pride, a reserve team for LGBTQ+ players. Sean Daly, chief executive of the Millwall Community Trust, oversaw the partnership, emphasizing a collaborative approach that avoided “trampling over” existing clubs.
Key Figures Driving the Initiative
- Sean Daly – Chief executive, Millwall Community Trust, who framed the safety question: “How do we create a safe environment where people can feel comfortable being who they are?”
- Andy Dolan – Manager of Millwall Pride, who stresses resilience building.
- Jon Holmes – Media officer, Football v Homophobia (FvH), who helped shape the Playbook.
- Zander Murray – Former professional player and advocate for visibility.
- Paul Loding – Chairman and manager of Millwall Romans, champion of inclusive football.
Data and Potential Impact
- 65 % of LGBTQ+ adults in the UK say they would attend matches more often if clubs improved LGBTQ+ initiatives.
- Modelling suggests up to £428 million of additional match-day revenue could be generated each season across the leagues.
- 81 % of LGBTQ+ fans have experienced or witnessed homophobic behaviour in stadiums.
- 70 % of fans incorrectly believe that three or more clubs already run official LGBTQ+ teams; the reality is a handful.
- 47 % of respondents want clubs to provide coaching support for LGBTQ+ programmes, while 38 % call for year-round commitments rather than one-off Pride-month actions.
Why It Matters
The Playbook links inclusion to both social outcomes—improved mental-health metrics for participants—and commercial incentives, offering clubs a pathway to broaden their supporter base and increase revenue.
Official Statements & Responses
Football v Homophobia’s Jon Holmes described the guide as “a practical step forward in helping clubs move from intent to action,” noting that it “provides a clear framework for integrating LGBTQ+ inclusive teams into club structures.” Millwall’s community-trust leadership highlighted the partnership model as “very aligned with what we do” and stressed the importance of an internal champion to sustain teams. The Romans agency positioned the campaign as a “national billboard initiative and panel discussion” to raise awareness among decision-makers.
Criticism, Perception Gaps & Ongoing Challenges
Experts cite a rise in homophobia and transphobia in grassroots men’s football, warning that “the language, the behaviours, can be really difficult.” A persistent debate concerns whether LGBTQ+ teams should remain separate or eventually merge into mixed leagues—a question Dolan calls “complicated.” The perception gap—fans overestimating the number of clubs with inclusive teams—underscores the need for transparent reporting.
Conflicting Reports & Gaps
Sources differ on the exact number of clubs with official LGBTQ+ teams: fan surveys suggest three or more, while industry data confirm only a few, with Millwall Romans as the most fully integrated example. Revenue estimates are based on modelling rather than audited figures, and several source chunks lack reliability ratings.
Verbatim Quotes
- “How do we create a safe environment where people can feel comfortable being who they are?” — Sean Daly, Chief Executive, Millwall Community Trust
- “It’s about building resilience in yourself and in others,” — Andy Dolan, Manager, Millwall Pride
- “We are hoping for a flywheel effect where the more resilient people become, maybe they will be more likely to go into ordinary or mixed leagues,” — Andy Dolan
- “It provides a clear framework for integrating LGBTQ+ inclusive teams into club structures and creating environments where inclusion is embedded, not occasional.” — Jon Holmes, Football v Homophobia
- “Coming out as a professional player, I’ve seen the power of visibility, but I’ve also seen the barriers that still exist for LGBTQ+ people in this sport.” — Zander Murray, Former Professional Footballer
What’s Next
The Playbook is available at PridePlaybook.co.uk, accompanied by a nationwide billboard campaign and a scheduled panel discussion on club adoption. Millwall and partner organisations encourage clubs to embed the framework into their community trusts and to report progress publicly, aiming for broader uptake across the English football pyramid in the coming season.
