(CNN)When the Premier League kicked off its 'Rainbow Laces' campaign to support LGBT people this month, English football's highest division probably didn't expect to be flooded with abusive comments and feedback. But that's what happened.
Hundreds of thousands across social media react angrily to Premier League LGBT campaign
Right across Twitter, Facebook and Instagram, negative comments and reactions, which were described in one post as "vile," inundated social media feeds.
One tweet said, "God created Adam and Eve, not Adam and Steve!" While another widely liked Facebook comment read, "Take politics away from this beautiful sport."
Other comments aimed at clubs supporting the campaign read, "Crystal PalGay," "SouthGay FC," and "Why are they [Premier League clubs] forcing us to be homosexuals??"
Whereas in a number of sports and countries, gay athletes have been happy to be open about their sexuality, that hasn't been the case in English football. At the time of writing, in the Premier League there's not a single gay player, who has made his sexual orientation public.
And when you look at social media, can you blame them, asked Robbie de Santos, who is Director of Sport of Stonewall, which is Britain's leading LGBT charity.
"In male sport there is a real absence of openly gay or bi men -- we have to create a better environment that is truly LGBT inclusive at all levels," he told CNN Sport.
This month the Premier League and Stonewall, have collaborated on the 'Rainbow Laces' project — to try and stomp out homophobia in the game.
'Rainbow Laces' goes far beyond Premier League football, but there is no denying that top-tier English football opens the campaign up to a global audience. The project was inaugurated in 2013.
A large publicity campaign has been in full swing and the rainbow symbol — synonymous with the LGBT movement — has become ubiquitous across English football's highest division.
It has cropped up on LED boards, armbands on captains of teams, corner flags and even the laces of footballers over the course of two match weeks.