As pro football fans gather for Sunday’s Super Bowl in Glendale, Arizona, a popular social networking app has bought two large outdoor ads near the event site.

The ads by SCRUFF, which boasts 7 million users worldwide, features two masculine men checking each other out in a locker room. The message reads “Play On Our Team.”

The first billboard is on the highway leading up to the stadium, where the new England Patriots will play the Seattle Seahawks in what has become the most-watched sporting event in the U.S. The second billboard is directly next to the arena in the parking area.

SCRUFF founder Johnny Skandros said he wanted to highlight the fact that gay men don’t fall into simple stereotypes.

“I think that people like Michael Sam, Kwame Harris and Jason Collins didn’t only make it OK to be an openly gay sports player, they also made it easier for gay sports fans to feel a full part of their hometown team,” said Skandros. “It’s a message of inclusiveness… The NFL should recognize that gay men have been playing in the league since the very first Super Bowl.”

Scruff spent $3,500 for the billboards, and it appears likely to see an impressive return on the investment. About half a million people are expected to be exposed to the ads, and already Scruff has seen a 20 percent increase in new profile creations in the Phoenix area, compared with the same period last year, said SCRUFF spokesman Daniel DeMello.

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