Scruff, a gay dating app with more than 7 million users worldwide, has made a huge entrée into the Super Bowl. No, it's not a TV commercial—though we'd love to see that.

The company spent about $3,500 for billboard space just outside the University of Phoenix Stadium in Arizona, where the Patriots will take on the Seahawks this Sunday.

Two 48-foot tall billboards—one located on a highway heading to the stadium, another in the stadium parking lot—depict a pair of men in a locker room with the tag line "Play On Our Team."

It's a subtle campaign: Many Super Bowl fans won't even notice what the boards are promoting. Considering the struggle for LGBT rights in Arizona—where a bill preserving the right to deny service to gay people had to be vetoed by Governor Jan Brewer last year—maybe that's for the best.

Skandros says the ads aren't just to get more subscribers, but to celebrate the achievements of gays in professional sports.

“While the oversized cultural statement is obviously an attempt to attract more members, it’s also a nod to brave athletes like Michael Sam and Kwame Harris, begging the question: What does ‘gay’ look like?”

Photo: Scruff on Facebook