Pride Cup Australia’s #WEAREPRIDECUP campaign launched today to promote LGBTIQ+ inclusion and acceptance in community sporting clubs across the country.

With the AFL’s third Pride Game between the Sydney Swans and St Kilda happening this weekend, Pride Cup Australia, with the support of VicHealth, Sydney Swans and St Kilda, are encouraging sports clubs across the country to host their own Pride Cup in 2019.

Since the first Pride Cup was held in 2014, over a dozen other Victorian grassroots clubs have thrown their support behind the model to make sure that no player, official or fan has to choose between being themselves or the game that they love.

James Lolicato, co-founder of Pride Cup Australia and 2017 Australian Community Leader of the Year, said he hoped Australian sports clubs would jump on board and show their LGBTIQ+ community members they welcome and support them.

“Pride Cup harnesses the power of sport to make sure every LGBTIQ+ person feels welcome and supported in their local club,” Mr Lolicato said.

“As the heart of many communities, sporting clubs have the power to create ripple effects and transform attitudes. Pride Cups have shown us first hand just how valuable this sense of inclusion is.”

Together, Pride Cup Australia, VicHealth, Sydney Swans and St Kilda Football Club will develop a set of resources and how-to guides to support community clubs to host their own pride-themed game in 2019 and beyond.

Sydney Swans CEO and Managing Director Andrew Ireland welcomed the launch of the new campaign.

“The Sydney Swans strive to be a community leader in celebrating diversity and our Diversity Action Plan reflects our commitment to the LGBTIQ+ community. Supporting Pride Cup Australia and their community Pride Cups reiterates our ongoing commitment to making the sporting field a place where everyone is welcome and can feel safe,” Ireland said.

VicHealth CEO Jerril Rechter said grassroots sports clubs were at the heart of their community so could have a huge impact on making LGBTIQ+ players and fans feel included.

“We know that inclusion is fundamental to good health and wellbeing for everyone and that a sense of exclusion – from sport or society generally – has contributed to LGBTIQ+ people having some of the poorest mental health outcomes in Australia,” Ms Rechter said.

The #WEAREPRIDECUP video will premiere on the big screen at Etihad Stadium on 9 June as part of the Pride Game celebration.

Clubs interested in hosting a Pride Cup are encouraged to contact Pride Cup Australia at