Bookmaker Paddy Power To Launch A Campaign Against Homophobia In Football

Bookmaker Paddy Power, renowned for its audacious and sometimes laddish self-promotion, "is adopting a more serious and sober tone for a campaign against homophobia in football," according to Roger Blitz of the FINANCIAL TIMES. The gambling group "is joining forces with Stonewall, the gay rights charity, to highlight entrenched attitudes that make gay footballers reluctant to come out for fear of vilification." It is distributing "rainbow-coloured bootlaces to every professional footballer" in the U.K. and "encouraging their use at matches." Paddy Power "will support the campaign with billboard advertising approved by Stonewall and social media promotion throughout the year" (FT, 9/15).