Rainbow Laces

Lucky Generals / Paddy Power


Homophobia in football is often referred to as the sport’s last great taboo. Two years ago, bookmaker Paddy Power and LGBT-equality charity Stonewall forged a partnership to tackle the issue.

The inaugural campaign was a great success, but it stepped up a level in 2014, with activity featuring the first team of Premier League side Arsenal and more than 40 other brands, from Smirnoff to Starbucks, and Pot Noodle to Google. The theme that united them all was a burning desire for cultural change.

In 2014, more than 70 football clubs, including 75% of those in the Premier League, supported the campaign. The majority of commentators agree that it has changed British football culture for the better.

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