Paddy Power: Right behind gay footballers

This case study explains how Paddy power, the online bookmakers, partnered with Stonewall, the LGBT charity, to tackle homophobia in sport in the UK.

Paddy Power: Right Behind Gay Footballers

Principal authors: Andy Nairn, Lucky Generals; Ben Walker, Crispin Porter & Bogusky; Simon Carr, M2MContributing author: Chris Nunn, M2M

Executive summary

This paper is all about success on a shoestring. Or at least a bootlace. It tells how Paddy Power invited Stonewall to help tackle one of the toughest challenges in sport: homophobia in football. The game had remained silent on this issue for years – or had been hostile. The media wasn't interested. And of 5,000 professional players, not one would speak out – let alone come...

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