Sony's PlayStation UK twitter account has announced that the brand will be sponsoring this year's London Pride festival.
The festival which takes place between June 24th and July 9th is a celebration of the LGBT+ community with concerts, events and parades throughout London.
According to Playstation EU's social media manager, Eric Whelan, the plans for this have been in the works for a while.
"We've been working on this for about 8 months, so it's a big deal," Whelan said via his twitter account. "#Pride2017is the best place to show PlayStation's inclusivity. And it's not some kind of corporate step. #ForALLthePlayers is a project of the UK team and PSEU's LGBT group, so it means a lot to us."