Matador Goes Gay... On His Cape

In Spain, matadors are seen by many as the picture of masculinity -- which is why a little-known matador is raising eyebrows with the announcement that he'll endorse an energy drink catering to gay men on the back of his cape.

Matador Joselito Ortega will be plugging the energy drink Gay Up in upcoming fights. Those words will be embroidered on his cape in large red cursive letters according to the Associated Press.

Though some involved in the world of bullfighting see the move as controversial, Ortega says he doesn't see the issue.

Ortega told the AP, "I am a bullfighter. That is not going to change. I am going to go out into the ring as I have done until now, to risk my life, and the seven goring wounds on my body prove that. If the gay community welcomes me as an image or a symbol, that is fine."

Official endorsement gigs for brands of wine, clothes, and other consumer items are nothing new for Spanish bullfighters, who are treated as movie stars throughout Spain. But advertising something while in the arena is a new concept.

Gay Up started as a drink made from strawberries. But when the company made the decision to rebrand and market to the gay community, it evolved into an energy drink.

Ortega told the Associated Press he thinks the advertisement is a good way to shake up the world of bullfighting. "It is a matter of changing what is normal, or usual, within this world that seems so untouchable," Ortega said.