Watch: Michael Sam’s online hate Super Bowl ad

Gay American footballer Michael Sam has teamed up with Coca-Cola to speak out again hate and bullying on social media.

In one of a series of ads by the soft drink giant broadcast during the Super Bowl, Sam opened up about how being in the spotlight after coming out made him a target for online attacks.

“I see negativity daily. I’ve gotten nasty tweets, Instagram messages. People have sent me YouTube videos saying how they hate me. How they wish I was dead,” explained Sam in the video.

“I have to prove the haters wrong. If I can use social media to make somebody understand and accept people I will do so. I’m not doing it for me. I’m doing it for them,” he added.

Sam announced his engagement to boyfriend Vito Cammisano last month. The couple made headlines in May 2014 when they shared a controversial celebratory kiss on live television.

Watch Sam’s Super Bowl ad below.