WESTERN BULLDOGS and Carlton will hold the first AFLW Pride match in their round four clash at VU Whitten Oval.

An announcement on Wednesday was made at the Pride of our Footscray, a community-owned LGTBQI bar in Footscray, that players will wear specially-designed guernseys for the match, which have yet to be finalised.

The Bulldogs came up with the concept and approached the Blues.

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"As a club, there had been a number of internal conversations that have been taking place over the last 12 months since the competition has started, around how the club can play a more proactive role in promoting gender diversity and supporting the LGTBQI community," Western Bulldogs CEO Ameet Bains said.

"This game we see as a natural fit.

"There's been some great support in the men's competition for this concept, but to be able to do it in the AFL Women's and celebrating a lot more than what you see on the surface is fantastic."

"These ideas require a club or individual to really stand up and make the first move. We feel very privileged and honoured the Bulldogs contacted us about this concept," Liddle said.

"The minute the call came through we were really excited to be involved.

"Our core purpose as a football club is about making people feel like they belong, so elements around equality and inclusion and acceptance are critical to our purpose, and the reality is we can now live that out in what we do every day, which is a football match."

Carlton skipper Brianna Davey and Western Bulldogs defender Hannah Scott, both of whom are openly gay, were on hand to help launch the match.

Davey said it would be exciting to share a such a match with her partner, Blues' midfielder Tilly Lucas-Rodd.

"Running out with your teammates is obviously always fantastic and something you wait for every weekend, but to do that with someone you love, that's something not many people get to experience."

Scott said she was overwhelmed when shown a printout of the potential pride jumper.

"I just felt like I belonged at the Western Bulldogs. It's just such a great opportunity to educate and just keep bringing to light everything that goes on," she said.

"We had a massive breakthrough with marriage equality, but we can't stop there, we have to keep pushing. There's just so much people don't know. We're in the public eye, what better thing to do than help young people come out and be proud of who they are.

"It was a very short conversation [with the playing group]. It was almost, why are we even discussing this?"

Both clubs have official pride supporter groups, representatives of which were at the launch of the match.

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