Cal recognizes it's gay and lesbian fans

Berkeley's position on the map — both geographic and political — allowed Mosness to try a promotion that no college had yet to try. She decided that the 2007-08 season, her first on campus, would include a GLBT Pride Day. Mosness spread the word via the athletic department's web site and fliers circulated among area gay, lesbian, bisexual and transgender groups. On game day, a San Francisco-based organization of GLBT families set up a festival-like atmosphere outside Haas Pavilion, complete with face-painting, poster-making and games. As has been customary for years on Pac-10 Conference weekends in Berkeley, a GLBT squad of former collegiate cheerleaders joined Cal's dance team during on-court performances. Once the game began, GLBT fans were formally acknowledged via scoreboard and public-address announcements. "I wouldn't say it's our biggest fan base, because our biggest fan base is families and kids," Mosness says. "But it's a huge population, and it's a market here in the Bay Area."

Link: http://athleticbusiness.com/articles/article.aspx?articleid=2071&zoneid=28