Irish betting firm Paddy Power has announced that it has decided to extend its "Right Behind Gay Footballers" campaign, giving the pro-gay marketing campaign an extra year.
The program initially arose in 2013 and saw Paddy Power and Stonewall fighting homophobia by asking football players to wear rainbow laces. The campaign was created by Lucky Generals, and developed by Crispin Porter & Bugusky.
Commenting on the extension Paddy Power Marketing Director Christian Woolfenden said, "I was impressed by Lucky Generals' tenacity, fearlessness and creativity from the first time I met them. Our Right Behind Gay Footballers campaign was full of mission and mischief in equal measure."
"We made a fantastic start in 2013, but we have plenty more to do, to kick homophobia out of football."
Lucky Generals Founding Partner Helen Calcraft added: "Christian and his incredible team set the standard in modern marketing in the UK . We are proud to be working with Paddy Power and we are determined to make an impact in the fight against homophobia in football in 2014."