My take on it, such as it is, is that the rainbow emblem lost any meaning when businesses adopted it for no other reason than making money. We've discussed this elsewhere with BMW and others, whose approach to using it or not varies according to the market place involved. If football wants to make a supportive statement couldn't they just put it up on the screens around the ground and save all this aggro with individual players who may, or may not be, homophobic.