How to make your sports company truly LGBTQ+ inclusive: a practical toolkit for HR and Leaders

LGBTQ+ inclusion in sport reaches far beyond the playing field. Clubs, leagues, brands, agencies, venues and broadcasters decide what feels possible for players, staff and fans. Policies and campaigns matter, although culture is built in daily decisions: who gets hired and promoted, how tours are planned, what happens when abuse comes from the stands, how leaders respond when someone comes out.

This toolkit sets out practical moves for HR and senior leaders, with examples from a few inclusive myGwork partners among many sport and active‑lifestyle employers on the platform.

1. Build policy that genuinely protects people

Begin with clear written protection. Anti‑discrimination and harassment policies should name sexual orientation, gender identity and gender expression and link to consequences for staff, players and contractors. Benefits then follow that principle: health cover, parental leave, adoption and surrogacy support, relocation and partner travel apply to all families, including same‑sex and queer‑led households.

Reporting systems work best when they feel accessible and trustworthy. Offer more than a single HR contact: digital forms, anonymous options where feasible and named welfare contacts inside teams. Train managers and safeguarding staff to respond to homophobic or transphobic incidents in locker rooms, offices, studios and online spaces. Track data on cases and outcomes so senior leaders can see patterns and act.

lululemon is a great example of a company that backs its external messages with internal frameworks, including explicit non‑discrimination policies, inclusive benefits and employee resource groups that advise on policy and practice. They strongly believe in IDEA – Inclusion, Diversity, Equity, and Action.

2. Shape culture beyond one‑off Pride campaigns

Posters and rainbow kits help with visibility, but culture grows through language and everyday behaviour. Set expectations across all environments: training ground, office, production truck, commentary booth and hospitality suite. Homophobic or transphobic “banter” becomes a performance and safety issue because it affects trust, focus and mental health. Captains, senior players, coaches and on‑air talent benefit from short, scenario‑based briefings so they know what to say and do when issues arise.

Pride events still have an important role when they connect to longer‑term work. For example:

• Use Pride‑themed matches, kits or broadcasts as the start of a programme that includes training, policy review and community partnerships.
• Involve LGBTQ+ staff, players and fans in co‑designing initiatives, with consent and proper support.
• Share stories from across the organisation, including match‑day staff, referees, camera teams, analysts and leadership, not only star athletes.

Nike, a proud partner of myGwork, has used Pride collections, collaborations with LGBTQ+ athletes and support for community sport organisations to link visible campaigns to investment in grassroots programmes and internal education.

3. Support trans and non-binary people with clarity and respect

Trans and non-binary colleagues, players and fans need more than general commitments. Develop a practical gender inclusion guideline that covers names and pronouns, record keeping, dress codes, uniforms, facilities, travel, media engagement and confidentiality.

Employment policies and competition eligibility rules often sit in different places. HR and people leaders focus on safety, respect and privacy for staff and athletes in every role, while sport science, medical and legal teams engage with federation criteria for competition in consultation with athletes and external experts.

Facilities and uniforms send clear signals. Access to facilities that match a person’s gender, with options for greater privacy where possible, improves comfort for many people, not only trans staff. Reviewing kit fits and dress codes so they allow more flexibility across genders can ease pressure on athletes and staff who feel boxed in by narrow expectations.

Patagonia has taken public positions on human rights and equity, including LGBTQ+ rights, global environmental policies, and works with community groups in outdoor and adventure spaces where trans and non-binary people often face extra barriers to participation and safety.

4. Train coaches, managers and executives for real situations

Generic online training rarely prepares people for the situations that arise in sport. Tailor learning to your context: academy housing, team selection, media days, away fixtures, fan travel, corporate hospitality and remote production.

Give coaches and managers case‑based practice. For example:

• A player comes out on social media before speaking to the team.
• A commentator uses outdated language on air.
• A young player faces homophobic chants from fans.
• A trans staff member asks how rooming will work on tour.

In each case, offer language, clear processes, escalation routes and follow‑up actions.

You can embed inclusion in how leaders are assessed:

• Add LGBTQ+ inclusion to leadership competencies and review criteria.
• Include inclusive leadership goals in coaching contracts and senior job descriptions.
• Ask senior leaders to speak about LGBTQ+ inclusion in internal forums with ERGs, unions or player councils, and then align decisions with those messages.

5. Address intersectionality and global realities

LGBTQ+ experiences in sport vary widely. Queer women of colour in community programmes, gay men in elite men’s leagues, trans and non-binary staff in conservative regions and disabled queer fans encounter distinct risks and gatekeepers.

Support employee resource groups and player networks that reflect these different perspectives and give them real input into policy, campaigns and event planning. Provide budget and senior sponsorship so their work has impact.

International travel and tournaments need careful planning. When operating or competing in countries with restrictive laws, assess legal and safety conditions for LGBTQ+ staff and athletes, offer real choice around assignments where roles allow it and provide security and legal briefings. Work with sponsors, rights holders and governing bodies to bring human rights questions into host selection and event governance.

6. Connect inclusion to performance, brand and governance

LGBTQ+ inclusion strengthens performance and reduces risk. Teams and departments with psychological safety communicate better, retain talent and handle pressure more effectively. Clear standards on behaviour also reduce crises around fan conduct, media incidents and partner relationships.

You can:

• Link LGBTQ+ inclusion to metrics leaders already track, such as cohesion scores, staff turnover, sponsor renewals, fan engagement data and safety reports.
• Include LGBTQ+ criteria in venue design, event planning, broadcast guidelines and marketing approvals.
• Involve LGBTQ+ staff networks, fan groups and community partners in reviewing major campaigns and initiatives so issues surface early and solutions are shaped with the people affected.

Many myGwork partner companies in sport, fitness and outdoor culture specialise in diversity, equity and inclusion efforts.

Check out the full list of our LGBTQ+ friendly partners here.

7. Take the next step

An inclusive sports company grows through steady choices: the words in contracts and press releases, who is trusted with leadership, how fan incidents are handled, how benefits are structured and which partners share your values. HR teams and senior leaders who act in these areas create workplaces where LGBTQ+ colleagues and athletes can thrive and where brands earn durable credibility with fans and communities.

For organisations and professionals who want support, hiring tools and a wider community committed to equality in sport and active lifestyles, joining myGwork opens access to a global network of inclusive employers in this space. The platform connects you with sports, fitness and outdoor brands already putting these principles into practice, and helps you build the partnerships and pipelines needed to do the same.

Interested in becoming a corporate member? Click here for more info.