Homophobia in football is one of the last taboos in sport. When Paddy Power teamed up with Stonewall, few believed they would succeed in tackling this deeply ingrained issue. However, the resulting campaign, featuring the medium of rainbow-coloured laces and the provocative line ‘Right behind gay footballers’, became a cultural phenomenon. Players at 54 professional clubs wore the laces, the media devoted 400 stories to the campaign and the idea generated 320 million impressions on Twitter. This was achieved in just one week, with a budget of £150,000, and positively engaged 687,000 regular betters. Whilst the campaign was not created to generate profit, it would take only 4,629 of these regular better to divert 10% of their custom to Paddy Power for the activity to cover its costs.