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Irish Bookmaker Paddy Power Jabs Tyson Fury With Guerrilla Campaign

Irish bookmaker Paddy Power "jumped on the furore surrounding boxer Tyson Fury's nomination for BBC Sports Personality of the Year, projecting an image of him wearing make-up onto the awards venue in a guerrilla campaign," according to Shona Ghosh of MARKETING MAGAZINE. The image, "blazoned across the Belfast SSE Arena, showed Fury's head superimposed onto a dancer's body and wearing make-up over a rainbow background." The slogan read: "Don't be furious, be fabulous!"

The stunt "is in reference to Fury's alleged homophobic and sexist remarks in recent months." He "has called for homosexuality and abortions to be made criminal offences, and said both were as socially unacceptable as pedophilia." He has also described two fellow boxers as "gay lovers." Fury's nomination for the BBC Sports Personality of the Year Award "resulted in a small group of protesters picketing the venue ahead of the awards" (MARKETING MAGAZINE, 12/21). 

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