Pride Cup exists to challenge LGBTI+ discrimination within sporting clubs - and make them welcoming and supportive environments for LGBTI participation and fans. More broadly, local AFL, netball, cricket and other sporting clubs are often at the heart of both regional and suburban communities, with strong ties to local business, media and Local Government. Players can often be influential local role-models, and good club culture and leadership can positively impact social inclusion and community wellbeing, well beyond the playing field.