The professional sports commentating world is abuzz with discussion of Chicago Bulls center Joakim Noah’s use of an anti-gay slur directed at a fan and what kind of punishment the NBA should give him. He’s looking at fine that could be north of $100,000.

This comes on the heels of the NBA partnering with the Ad Council and the Gay, Lesbian and Straight Education Network to produce an ad featuring NBA players admonishing a fellow player for using the word “gay” in his trash talk.

It feels like the NBA wants to eradicate anti-gay slurs and the perceived homophobia that surrounds professional sports. Kobe Bryant used a slur directed at a referee last month and found himself looking at a six-figure fine. The NBA has obviously made a distinction between ordinary trash talk and verbal harassment of its officials and using anti-gay slurs. And they’ve deemed the use of anti-gay slurs to be a far greater offense.

Here’s that PSA they created and has been running throughout the NBA playoffs.

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