Mexico's Soccer Federation Begins Campaign to Battle Homophobia

The Mexican Federation of Soccer (MFS) has announced the beginnings of a new initiative entitled "Embraced by Soccer" to combat homophobic sentiments amongst Mexican soccer fans, a statement on their website says.

It is accompanied by 30 second videos featuring stars such as forward Javier "Chicharito" Hernandez, captain and defender Rafael Marquez and midfielder Andres Guardado, asking fans not to engage in discriminatory behavior.

The initiative comes after the International Federation of Association Football (FIFA) leveled $20,000 fines on the soccer federations of Mexico, Argentina, Peru and Uruguay for what it called "insulting and discriminatory" chants.

In the case of Mexico, these chants were largely homophobic.

The initiative "looks for a way to avoid the occurrence of any practice contrary to the respect and dignity of any person, whatever the reason."

The MFS goes on to say that the Embraced by Soccer campaign is permanent, and aims to create a feeling of community around soccer, regardless of the tastes or preferences of fans.

"Soccer is important to us in all its aspects, so we want to guarantee an intense spectacle in a respectful framework; we're free to express our passion[in whatever way] as long as it doesn't offend anyone," MFS said.