Irish betting firm Paddy Power has pulled an offensive tweet that played on the recent spat of police brutality against unarmed African Americans in the United States.
The tweet came just ahead of a football match between Newcastle and Liverpool, and read, "Newcastle have suffered more Kop beatings over the last 20 years than an unarmed African-American male".
The outrage was immediate and strong, and Paddy Power pulled the tweet soon after. For those unaware of UK slang, a "Kop" is a term used for the nosebleed seats in football stadiums that are taken up by dedicated football fans.
The outrageous tweet isn't the first controversy for Paddy Power, who last year ran an ad announcing "money back if (Pistorious) walks" during the double amputee's murder trial of his girlfriend. The ad generated 5,525 complaints, and the Advertising Standards Authority demanded that the group pull the ad.
As of press time Paddy Power had not commented on the matter, but Casino Listings will update this story as more developments arise.