Gerry Matera, Pride WA advocate and brother of West Coast royalty, says the visibility of the Eagles wearing their AFLW Pride Round guernsey will send a clear message about diversity and inclusion.

Matera spoke to West Coast staff on Wednesday morning about the importance of engaging with the LGBTQIA+ community, ahead of the Eagles donning their Pride guernsey in Friday night’s home game against Richmond.

The Eagles will also wear their guernsey during the AFLW’s official Pride Round next weekend in a clash with Geelong at Ikon Park.

“If I was playing on the ground I think I’d be pretty chuffed with that,” Matera, the senior vice-president of Pride WA, said of West Coast’s collaboratively-designed guernsey.

“You look at the designs across Australia and it definitely lends itself to something to be proud of.

“It is really important to make sure that the visibility of the jumper, it might seem tokenistic, but it really sends a clear message, not only to the club but to players, and the community at large that come along and watch games, that the club is really serious about diversity and inclusion at the grassroots.”

Matera, whose brothers Wally, Peter and Phil combined for 456 games in blue and gold, spoke to club staff about his experiences and the importance of everyone being accepted for who they are.

“Growing up in a little country town in Wagin and having three brothers who played for West Coast (was difficult). At the same time they were being celebrated for their achievements with West Coast I was part of the LGBTQIA+ community fighting for me being myself and being accepted for who I am,” he said.

“The laws at that time, cast yourself back nearly 30 years ago, it was a different time. When you’re growing up in an Aboriginal family, a footy family, and then law reforms made it illegal for me to be myself in Western Australia, from that comes anxiety (and) depression.”

Matera will continue engaging with West Coast, while Pride WA president Curtis Ward will toss the coin on Friday night and the Perth Hornets – the only LGBTQIA+ focused football club in Perth – will provide the guard of honour as the Eagles enter the field for the home game against Richmond.