In a possible attempt to break free from heteronormative stereotypes, the NFL is in the midst of looking for businesses owned or operated by lesbian, gay, bisexual and transgender individuals to contract with for the Super Bowl's 50th anniversary.
The big game will take place at Levi Stadium in Santa Clara, Calif., home of the San Francisco 49ers, on Feb. 7, 2016.
Though the Super Bowl will be played in Santa Clara, San Francisco - know for its LGBT history - will host all sorts of festivities in the days leading up to the big game.
There are numerous contract opportunities available for companies, ranging from transportation to security to production. However, the number of contracts and their worth will be unclear until the event is closer.
Behind this LGBT-inclusive initiative is the NFL's Business Connect program, which works alongside the city's host committee to bring in businesses to contract with that are owned by minorities, women or disabled veterans.