Sega sponsors grassroots LGBT football team in London

Sega has sponsored a grassroots football team in London which is aimed mainly at LGBT players.

London Falcons are a Clapham-based team who were established around 15 years ago, and describe themselves as “a competitive and inclusive football team aimed at – but not exclusively limited to – gay and bisexual men in London”.

“We’re very proud that today we have a very healthy mix of gay, bisexual and heterosexual players who come together to deliver our message of football being inclusive for everyone,” the club’s website states.

Now, in a post on X (formerly Twitter), the club has announced that its new shirt sponsor is Sega, showing photos of the new home and away kits.

Both kits (and their goalkeeper kits) feature a rainbow-coloured version of the Sega logo, which the company has used in the past during Pride events.

“We are thrilled to launch our new kits – proudly sponsored by Sega and featuring our amazing charity partner Wandsworth Oasis on the sleeve,” the team said.

The team is now investigating how it may be able to sell replica shirts online to people who want to show their support.

This isn’t the first time Sega has sponsored a football team. During the launch period for the Dreamcast, the Sega and Dreamcast logos were used as the main shirt sponsors for Arsenal in England, Sampdoria in Italy, St Etienne in France and Deportiva la Coruna in Spain.

Before that, it also sponsored Japanese J-League football team JEF United Chiba between 1992 and 1996.

Other football teams sponsored by Sega have included Austrian club Favoritner AC in 1992, the Tottenham Hotspur youth team in 1994 and Urawa Red Diamonds in 2003.