Bookmaker Paddy Power launched a World Cup LGBT+ donation campaign in partnership with Attitude magazine, highlighting Russia's "policy of discrimination," according to Rob McKinlay of PRWEEK. Produced with agency Synergy, "Rainbow Russians" will donate £10,000 ($13,280) for every goal Russia scores "to initiatives that make football more inclusive" to the LGBT+ community, with a minimum donation of £50,000 ($66,390), which was reached after Russia beat Saudi Arabia 5-0 in the opening match. High-profile campaign supporters include ex-Olympian Caitlyn Jenner, former rugby player Gareth Thomas and referee Nigel Owens, ex-swimmer Mark Foster, England women's football int'l Lianne Sanderson, choreographer Louie Spence and actor Christopher Biggins. Working with Attitude magazine’s Foundation, Paddy Power said that the donations will "challenge LGBT+ prejudice on and off the field, support footballers and those in the game in coming out, fund educational programmes in schools and colleges and make grass-roots teams safe spaces for LGBT+ players." A Paddy Power spokesperson said, "Given they invented Russian dolls, you'd be forgiven for thinking Russia wouldn't have an issue with women being into other women. ... As a result, we've stepped in to help. When Russia 'Put-in' a goal, we'll Put-in £10,000 to Attitude magazine's foundation, who will use the funds to make football more LGBT+ inclusive. I cannot wait to see the LGBT+ community get behind the Russians -- or the Russians' baffled reaction." Attitude Publisher Darren Styles said, "When Paddy Power approached us with this idea we leapt at the chance. ... The World Cup is meant to be about inclusivity, but thanks to the hosts -- and those who chose the hosts -- this tournament (and the next, in Qatar) is taking place in a nation with laws that discriminate against the LGBT+ population" (PRWEEK, 6/14).
