A betting company will give tens of thousands of pounds during the football World Cup to back LGBT issues.
Irish firm Paddy Power will donate £10,000 every time the hosts, Russia, score in the competition.
The company will give a minimum of £50,000, including for LGBT programmes in schools.
Homosexual magazine Attitude will distribute the money and says it will also go to making local football “safe spaces for LGBT+ players”.
Transsexual activist Caitlyn Jenner is backing the move, along with Christopher Biggins.
Darren Styles, who publishes the magazine said: “When Paddy Power approached us with this idea we leapt at the chance.”
Paddy Power operates over 600 betting shops across the UK and the Republic of Ireland, claiming to offer a “fun, social environment”.
It reacted to the recent Government crackdown on fixed-odds betting terminals by claiming the move would help the gambling industry in the long run.
According to a report last month, Paddy Power Betfair expects to make profits of around £480m over the course of the year.