The US Women’s National Basketball Association is launching a new marketing campaign directly targeting the LGBT community.
WBNA hopes it will boost the amount of LGBT fans of the sport.
A study commissioned by the association has found that 25% of lesbians in America watch WNBA games on television, making the LGBT community a significant part of the sport’s fan base.
As part of the campaign WNBA members will take part in Pride events and work closely with LGBT community groups.
WNBA President Laurel Ritchie told the Associated Press: “We embrace all our fans and it’s a group that we know has been very, very supportive.
“For us it’s a celebration of diversity and inclusion and recognition of an audience that has been with us very passionately”
WNBA players from past and present, such as Brittany Griner and Rebecca Lobo have praised the association for its new campaign.
“It’s culturally more acceptable now than it was when it first started,” Lobo said. “The league has been around for so many years they can do these sort of things without worrying about what some people might think.”