Aviva to hand out 32,000 Rainbow Laces this weekend to champion LGBT inclusion in sport

Aviva is leading the support for Stonewall’s Rainbow Laces campaign by handing out 32,000 laces this weekend – primarily to fans at all Aviva Premiership Rugby matches and Norwich City Football Club (NCFC), where Aviva is the proud community partner.

The campaign, covering the weekend of 24-26 November, promotes LGBT inclusion within sport and will see a host of activity from Aviva in partnership with Premiership Rugby and NCFC. In addition to Aviva’s support, the weekend will also see a range of activity taking place across different sports, where staff, players and fans will come out in support for LGBT people in sport.

As well as handing out Rainbow Laces to fans outside the grounds, club staff and coaches will also be wearing them as a show of support. In addition, there will be other activity to show support, including:

• Aviva Premiership Rugby referees will wear a specially designed Aviva Pride logo on their shirts
• Aviva Premiership Rugby touch judges will their traditional flags replaced with Rainbow flags
• LED and programme adverts at all matches supporting Rainbow Laces campaign
• The pitch at Northampton Saints will be painted as a show of support to the Rainbow Laces campaign

Aviva also set up a surprise for inclusive amateur team Bristol Bisons RFC. The players were greeted by England Rugby legends Will Greenwood and Ben Cohen prior to their game against fellow inclusive team Northampton Outlaws RFC.

The 2003 Rugby World Cup winning duo presented the squad with a brand new match kit, featuring Aviva Pride and Stonewall as kit sponsors, as well as Rainbow Laces for their boots, before announcing they would be playing in the match.

To cap it all off, top international referee Nigel Owens took charge of the match, fresh from officiating at Twickenham the previous day. You can watch a specially produced film about the day here.

Tom Daniell, Marketing Director from Aviva, said: “It’s great to be able to work with our partners at Premiership Rugby and Norwich City Football Club to champion this fantastic campaign. This weekend is a brilliant opportunity to show our support for LGBT players, fans, supporters and staff members.

“As a founder member of Team Pride, Aviva is committed to supporting and raising awareness of LGBT inclusion. We are excited to work with Stonewall to bring our support to life during this important weekend and help make sport everyone’s game.”

As well as handing out Rainbow Laces at Aviva Premiership Rugby and NCFC matches, they will also be handed out to Aviva employees and given away through social media channels.

Stewart Coggin on Linkedin
Stewart Coggin
Digital Marketing at Teamer

Stewart has worked in sports media since 2002, initially in journalism and now marketing. After four-and-a-half years on the official Premier League website, he switched to marketing in 2012 with sports coaching providers Green Star Media before moving into the world of 5-a-side football with PlayFootball. He now supports the marketing efforts at Teamer.


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