On Sept. 23rd Matador Joselito Ortega will engage in an exhibition fight in Malaga, with the words ‘Gay Up’ on his cape, to advertise energy drinks.  However, many in the bullfighting world, which is highly considered to be a macho sport, are enraged by the decision.

Despite the outrage, Ortega stated that he is glad to be bringing the gay community “out” in bullfighting, and will serve as an icon to a sport that people have preconceptions about its athletes as women loving and rude men.

This is not only the time that the gay sentiment will be featured in bullfighting, but according to experts of the industry, this is the first time that advertising will be placed on a bullfighter’s cape.