A little-known Spanish matador is breaking with a sacred tradition, agreeing to advertise on his cape while slaying bulls and endorse a soft drink that caters to gays.
Matador Joselito Ortega will be plugging a club-scene energy beverage called Gay Up and have those words embroidered into his cape in large, red cursive letters.
In Spain, matadors are seen by many as the pinnacle of macho, and Ortega's agreeing to endorse a product geared toward gay men is raising eyebrows.
But Ortega sees no incompatibility.
"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," he told The AP Wednesday. "If the gay community welcomes me as an image or a symbol, that is fine."