Paddy Power: Right behind gay footballers

This case study explains how Paddy Power, the bookmaker, partnered with a charity to tackle homophobia in UK football.

Paddy Power: Right behind gay footballers

Crispin Porter + Bogusky, M2M, Lucky Generals

Executive summary

This paper is all about cause-related creativity 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 out. However, in just one week in September, we managed to change all this.

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