Gay Footballers Urged to Come Out and Play

Paddy Power and Madrid-based agency Officer & Gentleman launched a witty campaign at Brighton Pride this weekend to highlight the lack of openly gay male footballers in the Premier League.  

If you've just returned to Earth from the fabulous frenzy of Brighton's Pride jamboree, here's a reminder of a rather special branded stunt you may have seen. Paddy Power launched its parade float, The Official Bus of Gay Professional Footballers, on Saturday with all the rainbow trimmings and... absolutely nobody on it!

The LGBT community has scored some significant goals of late, however, as this clever campaign underlines, the beautiful game is extremely closeted – there are no ‘out’ male footballers in the English top flight divisions.

As an official partner of the Brighton & Hove Pride Festival 2018, Paddy Power wanted to show support by encouraging players to come out and become role models, not only on the field, but off it as well. Because as one of the posters in the print campaign states… a Premier League with gay players shouldn’t be a fantasy league.

In addition to the bus, the brand created a media campaign with print ads in major UK newspapers, digital billboards, posters and a large activation inside the Pride festival’s main venue in Preston Park. The bookmaker has confirmed that they’ve redesigned their iconic ‘Paddy Pants’ and released a bespoke 2018 Pride Edition. Around 5,000 pairs of the rainbow-adorned underwear we’re fired into the crowds by a fleet of winged male models, dubbed 'Paddy’s Angels'.