derek-jeter*Derek Jeter’s attitude toward the marketing of the Frigo underwear line is taking center stage in a new lawsuit that alleges the former Yankees baseball great didn’t want the brand to be “too gay.”

TMZ Sports referenced court documents for the $30 million suit that were filed led in Delaware by the people behind Frigo that claim Jeter was not cool marketing the underwear line to gay people.

“[Jeter] demanded that [Frigo] not market to the gay community and states that he did not want the Frigo brand to be ‘too gay,” the folks at Frigo said.

At the heart of the lawsuit are claims from Frigo about a deal it had with Jeter that would have him serve as a director of the company and do major publicity events. Despite this, Frigo stated the former baseball player backed out of the deal, partially because of the company’s marketing strategy

Jeter’s actions at the company have been noted by TMZ, which brought up past allegations that Jeter was upset when Frigo selected rapper 50 Cent as a brand ambassador. According to the site, Jeter’s emotion came from his belief that having 50 as a brand ambassador would make Frigo “too urban.” Jeter has denied those allegations.

With documents from the new lawsuit, Frigo points out that Jeter demanded the company abandon efforts to make the undies “sporty.”

The reason for this?

Because Jeter thought it would harm his relationship with Nike.

Reacting to the lawsuit, Jeter told TMZ that Frigo’s accusations are “categorically false” and something that he is disgusted by.