Keighley Cougars vs The World

The LGBTQIA+ brand challenge

In 2019, the couple Ryan and Kaue purchased the Keighley Cougars rugby club, but they faced a significant challenge: entering a market marked by conservatism, sexism, and prejudice.

That’s when I took on the greatest challenge of my life and applied my expertise to a social cause I believe in and fight for. We began a branding project to turn the tide and reposition the club with a new identity. We knew it wouldn’t be easy. Some players refused to be part of the team, sponsors started raising concerns, and many fans were outraged.

All of this indicated we were on the right track. We created the first-ever sports club uniform featuring the Pride flag. The media understood our fight, and the message was clear: it was a battle! Or rather, it was love!

In 2019, we organized the first-ever Pride Match in Rugby League and professional sports in the United Kingdom. The players wore a special edition Pride kit to raise funds for LGBTQ+ charities, and a drag queen performed both on the pitch and in the hospitality areas for a crowd of over 2,000 people. And it was amazing!

Pride banner at pre-match presentation

Keighley Cougars at Manchester Pride Festival

The Pride Match became one of the region’s biggest annual traditions and a beacon of inclusion and the fight for equality.

The 2024 season was dedicated to Trans Rights, emphasizing the importance of supporting the Trans community. Kaue Garcia, co-owner of the club, highlighted that everyone should contribute to providing much-needed support to the Trans community, which faces constant adversity and unfair treatment. “They are our brothers and sisters who deserve respect and equality above all else.”

Pride flags displayed on the stands

Engagement of the club’s staff and players

I have played a key role in shaping the team’s branding and logo, designing and developing the team’s website, managing stadium communications and club materials, and overseeing social media. I have also been responsible for creating the team’s products and uniforms, producing videos and music videos, delivering presentations, and supporting events.