The NFL has officially gone woke. In a new Pride Month ad campaign boldly declaring that “football is gay, football is queer, football is transgender,” the league has signaled full alignment with progressive identity politics—alienating millions of traditional fans in the process.

Critics warn the move could spark a backlash on par with the boycotts that rocked brands like Bud Light and Target, proving once again that when corporations trade core audiences for activist applause, the fallout is swift and unforgiving.

However, the clip has not gone down well with many NFL players and icons.

Dez Bryant, who spent most of his NFL career with the Dallas Cowboys, expressed his frustration with the ad.

“Football is gay. Football is queer. Football is transgender… these are wild statements to make… excuse my silliness,” Bryant wrote on X. “I’m going to proudly tell my boys football is none of these things. I have nothing against Gays but this is far from right.”

Bryant’s social media post sparked debate and he fiercely defended himself.

“It’s gay players in the NFL.. but forcing it in people’s faces… especially children… can send the wrong message… Football is a real community, like the gay community. Imagine telling gays they have to advocate for straight people… they probably would have a problem,” he added.

Several NFL teams fired off messages for Pride Month on social media on Sunday.

Celebrating Pride Month had been a contentious topic in sports over the last few years. The Los Angeles Dodgers, Philadelphia Flyers, Texas Rangers and Tampa Bay Rays have been among the organizations involved in controversies over the topic.