Footy fans will be shown anti-homophobia commercials before the AFL preliminary finals this weekend.
The No to Homophobia anti-harassment ads will be screened on Friday before the match between Sydney and Collingwood at Sydney's ANZ stadium and on Saturday in Melbourne when Hawthorn meet Adelaide.
The move follows an online campaign by gay Australian Rules footballer Jason Ball that called for the AFL to tackle homophobia in the league by introducing a "Pride" round and screening the ads.
The petition attracted 25,000 signatures in two weeks.
Mr Ball said the AFL's commitment to screen the commercial was a fantastic first step in what would be a long journey.
"It's a good first step in making sure the message will be heard loud and clear," Mr Ball said.
"But showing an ad won't end homophobia in the AFL.
"We need a long-term commitment to creating a more safe and welcoming environment for gay fans and footy players."
AFL chief executive Andrew Demetriou said the league had come a long way with regards to issues around discrimination and he hoped it could keep moving forward.
"We've come a long way in the sense of not discriminating against any gender," Mr Demetriou said on ABC radio.
"If we can effect some change and shift attitudes then it's all the more worthwhile."