Internet betting group Paddy Power has announced that they've launched a new donation campaign that will support LGBT+ rights to spell out how World Cup hosts Russia discriminates against the community.
Paddy Power, in cooperation with Attitude magazine, is donating £10,000 for every goal that the Russian national team scores in the tournament to LGBT+ organizations. Those organizations will work to combat prejudice related to LGBT+ players, those coming out, and form education programs to inform players about potential discrimination.
Paddy power had pledged a minimum of £50,000, and that total was reached in the opening match, as host Russia beat Saudi Arabia 5-0.
Commenting on the promotion, a Paddy Power spokesman said, "Given they invented Russian Dolls, you'd be forgiven for thinking Russia wouldn't have an issue with women being into other women.
"Likewise, their appreciation for bears is one shared around the world by the LGBT+ population, so it really is astonishing that they have not used their stewardship of this tournament to champion LGBT+ inclusivity."