Caitlyn Jenner has backed Attitude and Paddy Power's initiative to turn the Russian football team into unwitting LGBT+ allies at the World Cup this month.
The 'From Russia with Equal Love' campaign will help raise money for LGBT+ causes with a pledge by Paddy Power to donate £10,000 to the Attitude Foundation for each and every goal the Russians score during the tournament.
As well as vital funds for LGBT+ organisations working to challenge prejudice on and off the field, it hoped the campaign will help highlight Russia's continued crackdown against the LGBT+ community, which includes a ban on the 'promotion' of homosexuality to minors and widespread repression of peaceful Pride marches.
In a video posted to Twitter on Wednesday, Olympic gold medal winner Jenner, 68, threw her weight behind the #RainbowRussians campaign in a message directed to the LGBT community.
I’m now a Russia fan! To find out why, check out my video below for @paddypower and then you can show support too via #RainbowRussians COME ON RUSSIA!” #ad For more information, check out: https://t.co/zEEHBeykFL pic.twitter.com/reGGbYRJxm— Caitlyn Jenner (@Caitlyn_Jenner) June 13, 2018
"I bet you're wondering at this year's World Cup, who am I going to be cheering for? Well, the answer is... Russia," she says.
"No, I haven't gone crazy. In fact, in my old Olympic days the Russians were the ones I wanted to beat - and in fact did.
"But why am I cheering for Russia? Well, for every goal they score Paddy Power is donating £10,000 to LGBT causes."
The former Keeping Up with the Kardashians star goes on: "Now, I think this is great. Russia, being one of the most anti-LGBT countries in the world is now gonna be supporting the community.
"So, let's get our Russian on this year, cheer for them at the World Cup and help support Paddy Power and the community, and hopefully we can raise a lot of money."
Russia kick off their World Cup campaign against Saudia Arabia at Moscow's Luzhniki Stadium 16.00 BST on Thursday (June 14), and those in the UK can follow the coverage on ITV and BBC 5 Live.