A Secret LGBTQ Message Hides in Plain Sight at the First World Cup Match

An image of two men kissing with the Russian and Saudi Arabian flags on their cheeks will be available for anyone at the match to see on their smartphone.

The first match of the World Cup, which starts tonight (June 14), will have a secret LGBTQ message hidden in plain site.

The match is taking place between two notoriously anti-LGBTQ countries: Russia and Saudi Arabia. In a form of protest, the Swedish athletic brand Björn Borg created what’s known as a “tifo,” or augmented reality message, to show an image of two men kissing one another with the Russian and Saudi Arabian flags on their cheeks. Viewers in attendance at Luzhniki Stadium will be able see the image using this link — which uses similar technology to Pokemon Go and Snapchat — transplanting the image into the eye of the smartphone’s camera.

The tifo is part of Björn Borg's "Marriage Unblocked" campaign, which uses blockchain technology to allow anyone to marry no matter where one lives in the world.

“We believe that being all you can be in sports first demands the right to be who you are in life,” their website reads. “The first basic right is to love whoever you want. Marriage unblocked makes it possible for everyone to go down the aisle on blockchain, store your encrypted vows forever and get a certificate of your digital marriage. Anonymously or proudly public. No state, religion or family approval needed. Because just like sports, love is for everyone!”