Irish betting company Paddy Power will be donating GBP10,000 ($16,000) to LGBTQI causes for every goal the Russian football team scores during the Football World Cup, held in Russia this year.
They have even gone one step further and said if the team doesn't score, they will donate $83,000 regardless.
The money will go to the UK's bestselling gay magazine Attitude and its fund to make football more inclusive.
Russia is well known for excluding the LGBTQI community, with no law protecting against discrimination and penalising advocacy for LGBTQI rights under the Russian LGBT propaganda law.
A spokesperson told Attitude that the Rugby World Cup is supposed to be about inclusivity but the hosts this year are known for discriminating against the LGBTQI population.
"Given they invented Russian Dolls, you'd be forgiven for thinking Russia wouldn't have an issue with women being into other women," they said.
However, the Russian football team have spoken out in support of the campaign along with other sporting greats, Caitlyn Jenner, Mark Foster and international rugby referee Nigel Owens.