ORE Oduba revealed he is "coming out as the truest version of him" but "isn't gay in the sexual sense" in a new post.
The Strictly star, 39, said he had received messages asking him about the new rainbow emoji in his updated Instagram bio.
In response, Ore took to social media with a lengthy message and photos of him topless wearing white swim trunks with the word 'Pride' on the back.
The TV presenter wrote: "Lots of people have been asking about the rainbow in my bio.. some will say I don’t need to explain myself (and they’d be right) however in this case I’m happy to share my why. It’s maybe not why you think.
"I’ve mentioned before about the longer you can withstanding a storm the closer you are to your rainbow.
"I’m so glad to have grown monumentally through a truly difficult, stormy period in my life.. the colours of my rainbow look very bright today."
Ore went on to explain that the rainbow has a special link to his late sister Lola, who was openly queer and non-binary.
"But in losing my sister in April the symbol of a rainbow has brought me closer to them in the times I’ve needed it desperately," Ore continued.
"My sister was very proudly black and very proudly queer. Definitely an ICON to me and so many of their friends and family. In the last year of their life they identified as non-binary. My pride for them knows no bounds.
"Despite doing a whole lot of living in their latter years, my sister spent much of their life in shame and humiliation of who they were.
"In so many ways, my sister’s death gave ME a gift of life.
"Having realised I’d lived the majority of my life for the attention of others, often suppressing my authentic self, my sister gave me the wake up call to live my life fully and express myself wholeheartedly.
"And that is what I plan to do.
"It’s certainly the version of me I want to mirror for my children."
The TV personality explained that he was ready to stop "hiding" and "second guessing" in fear of how he would be perceived.
Ore went on: "So am I gay, as someone keenly asked me on Instagram yesterday. No, not in the traditional or sexual sense.
"But if 'coming out' is about shedding a former self to put forward the new, truest version of me, without the shame, the hiding, without the second-guessing whether any decision will make me happy rather than how others perceive me, how I cheerlead others with kindness and compassion, with occasionally quiet, or loud, flamboyance, depending on the mood, and a big dollop of camp then HALLELUJAH count me in!"
He ended with a sweet tribute to his sister for teaching him how to live his authentic self without judgement.
"My sister taught me so much about the queer community," Ore added.
"About how feeling like the outsider, of difference of feeling othered and misunderstood, it was the one place they truly felt belonging.
"I understand that now.
"I miss you so much Lola but how lucky I am to feel you with me, guiding me every day.
"I will always keep your rainbow flag flying in my heart. I love you," followed by the rainbow emoji.
Ore's post was flooded by positive comments including ITV's Rob Rinber, who wrote: "This is how true allyship sounds."
Alison Hammond posted: "Lola RIP. Fly that flag Ore."
Ore's fellow TV pals Lisa Snowdon, Helen Skelton and Angellica Bell all posted red love hearts in the comment section.
Earlier this month, Ore appeared on This Morning as he revealed he fell victim to a cruel scam.
He then opened up about the loss of his sister, revealing how the scam occurred shortly after.
The scammer pretended to be US author Mel Robbins - of whom Ore is a fan.
"Our family has been through a lot, recently. And, even at the point where I got a second email inviting me to be on Mel Robbins' podcast, it was on the day that we were going to plant a tree in honour of my sister. We lost my sister three months ago; they took their life," he shared.
Ore continued: "We were grieving, and it felt like a sign. It felt like exactly the point that Mel should come into my life and offer this incredible opportunity."
In October, Ore announced that he had split from his wife Portia after nine years.
He revealed the couple, who share two children, had decided to end things earlier last year.
Ore, who won Strictly in 2016, wrote: “Hi guys. Portia and I are said to announce that we separated earlier this year.
“We’re so grateful for all the love you’ve shared with us both over the years.
“And we want to thank you in advance for respecting our privacy as we navigated this difficult transition.
“We will be making no further comment. Be kind, always.”
In early 2018 Ore revealed Portia had given birth to a baby boy on January 9.
The couple named their son Roman.
The couple's second child, daughter Genie, was born in 2021.
Strictly curse
The Newsfound presenter won Strictly alongside Joanne Clifton in 2016 and famously said the experience helped his married to Portia - and the Strictly cuurse was not an issue.
He said: "For us, it brought us closer together but it's not easy for some people. It's a bubble. If people dear to you are not there, factions can occur."
In another interview, he told The Sun: "The show is so 24/7 and I didn’t want Portia to feel like an outsider. The three of us went out for dinner and bowling together. I won.
"But Portia and Jo got on so brilliantly, I was the third wheel! If anything, the curse has stolen my wife because I feel left out when we all hang out together.
"I really couldn’t have been more fortunate than to get two brilliant blonde bombshells in my life."
