Markets

Football's Anti-Homophobia Ad, 5 Years in the Making, Delayed Again

By Jim Edwards

Updated on: February 9, 2010 / 6:44 PM EST / MoneyWatch

UPDATE: The ad is finally out. You can see it here.

A 90-second video produced to combat homophobic abuse of players at British football stadia, which took nearly five years to make, has been shelved by the Football Association, which commissioned it. The video -- produced by ad agency Ogilvy & Mather -- was set for an unveiling at Wembley Stadium on Feb. 11, but the FA cancelled, explaining that it needed more time:

A spokesman said the game's governing body was still "committed to its stated aims of tackling homophobia in football." He added: "After consultation with our Tackling Homophobia Working Group we have now produced a viral film which will form part of our overall strategy. We will now enter a final stage of consultation and will shortly be in a position to announce the next stage of the strategy, including the launch of the educational film."

Gay rights campaigners are furious. Peter Tatchell:

"Contrary to what the FA is now saying, the video and strategy was agreed nearly two years ago."

The FA offered no explanation for why it has taken so long for the film, which is part of a campaign first conceived in 2005, to get an airing. Whether it is acceptable to see gay men or lesbians in mainstream sports advertising has become a bit of a issue recently, with CBS nixing a Super Bowl ad from gay dating site Mancrunch.com but allowing a juvenile gay joke in a Motorola spot.

The campaign was created to deter fans from yelling "pansy" or "queer" at players who fall down on the pitch and don't spring back to their feet fast enough. While football stadia aren't particularly known as dangerous places for homosexuals, there is a taboo amongst the athletes. There has only been one professional footballer who ever came out of the closet: Justin Fashanu of Norwich City, Nottingham Forest, and Notts County football clubs. Fashanu, who said he frequently endured homophobic chants from the stands, committed suicide in 1998.

Below: Fashanu's classic 1980 goal against Liverpool F.C. Still looks as good today as it did back then.