Paddy Power has followed on from its recent, headline-grabbing shirt sponsorships by drawing attention to LGBT involvement in sport at Brighton and Hove Pride, highlighting the lack of openly gay footballers in professional football.
Fresh from making waves with Huddersfield Town and Motherwell’s kit launch - a campaign supported by Octagon, the BT Sport Industry Awards Agency of the Year for 2019 - the betting company has now made headlines with a 22 x 42 ft balloon float at the parade.
In a bid to raise awareness about homophobia in football, Paddy Power also enlisted Sky Sports pundit Graeme Souness to front the campaign.
At the event, Souness said: “Society has made such giant strides generally in terms of LGBTQ, that as football people we’ve got to ask why does the issue of homophobia persist within our community and the professional game and challenge that. I’m here today as an ally and to bring attention to members of the LGBTQ community in the amateur game who are leading the charge in that conversation.”
Creative agency Officer & Gentleman are behind the activation which is part of the brand’s “Come out and Play” campaign aimed at fighting homophobia in football.