The Premier League has promised to throw its support behind Stonewall’s rainbow laces initiative as part of a wider push to encourage diversity within its stadiums. Executive chairman Richard Scudamore has written to club-affiliated LGBT supporter groups including Gay Gooner, Rainbow Toffees, Proud Lilywhite and Pride of Irons to thank them for their contributions before this weekend’s campaign.

“We know there is more that we can do to use the spirit and energy of the football on the pitch as a force for good off it, and that is why the Premier League has decided to support Stonewall’s Rainbow Laces campaign,” he wrote.

“This coming weekend will include a host of Rainbow Laces activities across all matches in our competition, and on our digital and social media channels. Individuals clubs will take that further with their own activity during matches.”

The Premier League is keen to ensure clubs promote the use of Kick It Out’s app and other reporting tools to report homophobic abuse, making it clear that it should be treated with the same seriousness as racist chanting or abuse.

As part of this weekend’s rainbow laces activity, the Premier League branding will feature a rainbow motif and be used across perimeter hoardings and on social media.

Last month, the Football Association chairman, Greg Clarke, said he was “personally ashamed” that no professional footballers had felt able to come out in the English game and that he believed they would suffer “significant abuse” if they did so.

But others believed his comments were overly negative. Keegan Hirst, England’s first openly gay rugby league player, said his views were “pretty negative and a bit old fashioned”.

Scudamore, who also wrote to the Gay Football Supporters Network, said the Premier League would also join Stonewall’s Team Pride initiative, for businesses that pledge to show support for LGBT people. Other members of the coalition include Manchester United and Sky.

“Our support for the campaign, and the decision to become members of TeamPride, is further recognition that the LGBT community is a vital and integral part of our community,” said Scudamore.