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Back in 2013, in association with the leading LGBT rights charity Stonewall, bookmaker Paddy Power and Lucky Generals wanted to confront the homophobia that exists in professional sports in the UK. The aim was to increase awareness and get “Right behind gay footballers” by giving rainbow coloured boot laces to every professional football player in the UK. The campaign was relaunched by Stonewall in 2016 and has continued to run since.
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