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In support of the UK Stonewall Rainbow Laces Campaign, which focuses on supporting LGBTQ+ people, the British Olympic Association ‘Team GB’ changed their Facebook logo to ‘Team LGBT+’ for a Day. Using reflexive thematic analysis, we assessed public reactions to an official Facebook post explaining the temporary logo change. During polarised debate, opposition was rarely expressed using directly homophobic sentiments but instead argued that the initiative was divisive by highlighting difference and would be ineffective, reflecting defensive conservative strategies to avoid supporting marginalised groups. Others, engaging in substantial online discussions, claimed to be upset about LGBTQ+ issues being forced on them. Proponents explained the purpose of the Day and the positive impact it could have. Findings suggested the importance of explaining that supporting one marginalised group does not undermine the rights of others, the ongoing difficulties that many face, and that the current situation is not a level playing field.

‘Nobody needs a label’: responses on Facebook to a Team GB equity, diversity and inclusion initiative