A new campaign has been launched calling on the AFL to host a 'pride round' to support gay footballers.

Victorian country footballer Jason Ball has launched an online petition calling on the AFL to run a national anti-homophobia television campaign during the grand final.

Ball is an openly gay footballer who is also preparing for his team's grand final in the Yarra Valley Mountain District league next Sunday.

He says homophobia is rife in the AFL and it is time the league showed the kind of support for gay footballers that his team-mates have shown to him.

"What we need to see is something really substantial from the AFL. I think gay players and gay supporters really need to know that the AFL has got their back," he said.

"What we're trying to do is see if the AFL will play the 'No to Homophobia' campaign on the big screen at the grand final or even commit to a pride round just like they have for Indigenous rounds and multicultural rounds."

Ball says homophobia remains a serious problem in society, but is especially prevalent in football.

"Gay slurs are a regular part of the language of many clubs. That's sort of part of the culture, it's a very blokey culture," he said.

"It's no wonder to me that no senior professional AFL footballers have come out of the closet yet, but I think the clubs are ready for change, I think the players are ready for change.

"We just need the AFL to get on board and really lead that change."

Beyond Blue chairman and former Victorian premier Jeff Kennett is supporting the campaign.

Beyond Blue chief Kate Carnell says the AFL needs to step up its fight against homophobia.

"Discrimination is linked significantly to depression and anxiety and even in some cases suicide, so it is essential that the AFL comes out and is supportive of its players who are gay," she said.

"There must be a large number, just based on statistics, and at the moment they are not comfortable to come out and declare their sexuality and that's simply not good enough."

The AFL has issued a press release saying it supports anti-homophobia campaigns, but it has stopped short of explicitly backing calls for a pride round.