Sexuality in sports: how football can come out

Creative Director and director at Bullion, James Willis, has worked with brands including Nike, adidas, Budweiser and UEFA to help bring stories around football to life.

He has worked in what can sometimes be a hyper-masculine environment but attempts to present the stories he directs in an emotive and sensitive way. 

Now, more than ever, athletes are recognising that they have the power to influence and change the opinions of millions.

His recent documentary for Channel 4, Football's Coming Out, explores what could happen when the Premier League's first openly LGBTQ+ player comes out publicly, choosing to play the game as their authentic self. The documentary questions players, agents, CEO’s and fans about this, asking why it hasn’t happened already? 

Below, Willis speaks to shots about the subject, about the role brands can play in educating people about diversity in the game, and how this year's FIFA World Cup in Qatar will be one of the sport's biggest tests.

Above: The trailer for Willis's recent Channel 4 documentary, Football's Coming Out.

How much do you think has changed in the previous decade or so when it comes to brands embracing LGBTQ+ culture, especially in sports? 

In the last three years there has been a shift in the way brands are embracing LGBTQ+ culture. In my opinion, it's much more authentic and heading in the right direction. In the past I've felt, and I'm sure I'm not alone in thinking this, that it's been a little tokenistic. Sports, and the industries surrounding them, have taken noteworthy shifts when it comes to driving inclusivity and I believe brands have played a massive part in this. 

Now, more than ever, athletes are recognising that they have the power to influence and change the opinions of millions of people around the world, especially when it comes to inclusivity. In the past, the athlete might have been seen as more like a commodity by brands, but now brands are working closely with athletes to tell their stories. It's positive change in a more authentic and meaningful way. A new generation of fans and sports consumers can see themselves in their idols. 

I will be interested to see how heavily LGBTQ+ narratives are being amplified by brands in the lead up to and during the FIFA World Cup in Qatar, arguably one of, if not the biggest sporting events on our planet.

Progressive attitudes and radical change in identity politics is on the march, but the road’s bumpy. More can and should be done. Around December's Rainbow Laces month in football, or LGBTQ+ month in February, you see a trend in brands amplifying the LGBTQ+ narrative, but more needs to done to recognise the diverse nature of human sexuality outside of these months, to the point where an LGBTQ+ story is just seen as a story, or an LGBTQ+ person can just play a male or female role without their sexuality or background having to inform the character they play on screen or the story they chose to tell.  

I will be interested to see how heavily LGBTQ+ narratives are being amplified by brands in the lead up to and during the FIFA World Cup in Qatar, arguably one of, if not the biggest sporting events on our planet. Players from around the world will descend on the host nation, a country where it is illegal to identify as LGBTQ+. For a global event sponsored by leading brands it's concerning that, as it currently stands, fans will not be allowed, by law, to fly the rainbow flag outside of the stadium. In my opinion this is where the LGBTQ+ community needs allies more than ever to amplify the message of inclusivity for all and it’s my hope that these brands don’t abandon this allyship during this period when the world’s eyes are watching. 

Above: Initiatives like Stonewall's Rainbow Laces month in December is a positive change, but more should be done throughout the year to combat discrimination.

There are no openly gay players currently playing in the top four divisions of the men's English Football league; why do you think that is?  

I think the big issue is that there is a distinct lack of LGBTQ+ role models in male football. The last player to come out publicly in the UK, Justin Fashanu, was treated disgracefully and sadly took his own life in 1998. So, the blueprint for openly gay or bi-sexual men within professional football isn’t great. In recent years players' profiles have grown; they are the rockstars of a modern era [and] there’s social media pipping a constant flow of abuse directly to [them]. 

A lot of gay or bisexual players don’t want that added pressure or the scrutiny that comes with [coming out]. 

The Premier League is now watched world wide so some might say the stakes are now even higher, and I feel gay and bi-sexual players realise this. In Football’s Coming Out players stated that coming out publicly would just be putting another target on their back, and a lot of gay or bisexual players don’t want that added pressure or the scrutiny that comes with it. 

It will take a real trailblazer to be the first to go public about their sexuality and compete as their authentic self. When this eventually happens  - and I truly feel it will - the positives will 110% outweigh the negatives. But, as it stands, the game has to look itself in the eye and ask itself why don’t its male athletes feel comfortable to compete as their authentic selves, and what more could be done to change this for them?  

Above: Justin Fashanu came out as gay while still a professional footballer. He killed himself in 1998.

Does the historic culture and perceived masculinity of men's sports - especially football - make it hard for any player to come out? 

Yes, but in 2022 the perception of masculinity is slowly shifting. The sort of hyper-masculinity that is prevalent in sport, and especially in football, is most certainly being chipped away at, and I feel brands are at forefront behind driving this change, by pushing LGBTQ+ stories and faces from within sports to the forefront of their campaigns. These campaigns help spark conversation and help to move the conversation forward, but theres still a lot more to be done to change the hyper-masculine culture that surrounds the game. 

The sort of hyper-masculinity that is prevalent in sport, and especially in football, is most certainly being chipped away at, and I feel brands are at forefront behind driving this change.

I feel this shift will be a generational one. As LGBTQ+ narratives are normalised within society a new wave of open-minded, professional athletes, coaches and CEO’s will come to sport, and that can have a massive change on the terraces and in the changing rooms and boardrooms. We are already seeing it with our current crop of men's England internationals; this is team that amplifies an inclusive mindset and campaigns for lasting changing within the sport.   

In the UK a person’s sexuality shouldn't have to define them in the professional sense. Hopefully, soon, our LGBTQ+ footballers won’t be seen as LGBTQ+ footballers, but just footballers. Society still has a long way to go, but the positive actions of brands and athletes is definitely helping to accelerate this. 

Above: James Willis on location with David Beckham for the Adidas x Parley Run For The Oceans campaign in 2019.

If a male player were to come out as homosexual, what do you think the reaction of brands (and supporters) might be? 

This player's profile will grow astronomically, in my view. The world is more than ready for the normalisation of diverse sexuality in sport. I think the majority of brands would want to associate themselves with this move in the right direction. I feel the reaction from supporters will be mostly positive. You will get the mindless idiots that will shout and chant anything to put you off your game, and there are systems and protocols in place in the majority of Premier League stadiums to deal with the these so-called 'fans'. 

The world is more than ready for the normalisation of diverse sexuality in sport. I think the majority of brands would want to associate themselves with this move in the right direction.

I feel the biggest backlash will come via social media. The biggest story to come out of the 2021 Euros Final was the torrent of online racist abuse that England’s players received after the missing their penalties. Imagine if one of those players just happened to be openly LGBTQ+.  

What brands are doing a good job at promoting and supporting non-straight sportspeople? 

For me, Nike is at the forefront of promoting and supporting non-straight sportspeople. The campaign they recently ran with footballer Mara Gomaz is a great example of how they’re constantly championing their LGBTQ+ athletes.  

Above: A recent Nike commercial featuring Mara Gomez, the first transgender footballer to play in Argentina's women's championship.