British broadcaster Channel 4 will be sporting rainbow colours starting on Friday to mark the start of the Sochi 2014 Winter Olympics.
The station will also launch a new television promotional trail, 'Gay Mountain', to wish good luck to all athletes competing at the Games with the message "good luck to everyone out in Sochi".
Dan Brooke, the broadcaster's Chief Marketing and Communications Officer, said: "This is a typically Channel 4 way of celebrating the start of the Winter Games and showing our support to all of the athletes out in Sochi – gay or straight."
The Winter Olympics have been marred by several homophobic incidents in recent months.
Watch Channel 4's 'Gay Mountain' video below: