English rugby star Ben Cohen says he's disappointed with Los Angeles Lakers shooting guard Kobe Bryant for his use of an anti-gay slur.

The hunky, six-foot-two star of the Sale Sharks club last week kicked off a campaign against homophobia. The Ben Cohen Acceptance Tour begins next month in Atlanta, and will host events in three additional U.S. cities – Washington, Seattle and New York City.

After he received a technical foul from referee Bennie Adams during a nationally televised game on Tuesday, Bryant yelled “Bennie … fucking faggot.” Bryant has apologized for his remarks, and the NBA fined him $100,000 for the outburst.

“It is disappointing to see this,” Cohen said on Wednesday in a statement posted at the blog of the Human Rights Campaign (HRC). “As a professional athlete and rugby World Cup champion, I understand the heat and passion of competition at the highest levels. But we must all remember that strong bodies must be balanced with strong characters, and works toward that end. Our positions as role models demand it.”