Bookmaker Paddy Power has rejected claims that a tweet sent out ahead of Saturday's much-anticipated fight between Conor McGregor and Floyd Mayweather was racist.
The bookmaker paid out on a Mayweather victory this morning over three days before a punch is thrown in the so-called "fight of the century."
However, the manner of the announcement caused controversy online - after the company used the tagline "Always bet on black" alongside a picture of the American boxing legend.
We're paying out early on a #Mayweather victory!
We always bet on black. pic.twitter.com/CisDRfj9Uy
— Paddy Power (@paddypower) August 23, 2017
Spokesperson Féilim Mac An Iomaire said the tweet was a reference to a Wesley Snipes quote from the film 'Passenger 57.'
"Like Wesley Snipes, Floyd Mayweather is rightfully proud of his identity and yes the advert does certainly reference his race - but it does so in a manner which we would not consider in any way derogatory or insulting," he said.
"But more to the point, it is also a statement of fact.
"Floyd Mayweather is black and we believe he is going to win and therefore we believe that you should bet on him. We wouldn't be paying out otherwise."
Live pictures of @paddypower pic.twitter.com/qGp3kARUWT
— A. Karl-Heinz (@MrJayBreezy) August 23, 2017
You think that's funny ??
— Mr Boombastic (@adetigoal1) August 23, 2017
And in one tweet, you're now completely racist. Love the banter, but you've crossed the line. Delete.
— David (@DaveyCha_) August 23, 2017
McGregor himself was accused of racism in the build-up to the fight after he told Mayweather to "dance for me, boy" during a promotional tour.
He has vehemently denied there was anything racist in what he said - and has accused the Mayweather camp of attempting to twist his words.
Racial tensions also remain high in the US following the death of a woman at a far-right demonstration that turned violent in Charlottesville, Virginia.
Mr Mac An Iomaire said this morning's tweet was solely about the fight and was not meant as "any kind of grander statement on what is going on in society or the world at large at the minute."
"We are an edgy brand," he said. "We do like to be close to the edge from time to time."
"This advert is a light-hearted advert, we believe it should be taken as that.
"Not everyone is pleased with it but we would rather be a few people's shot of whiskey than everybody's cup of tea."
Presumably someone thought this was edgy and good for publicity.
— Michael McDowall (@sedlescombemike) August 23, 2017
👀😂 pic.twitter.com/IDekfBfZNA
— Sami Fallah 🤙🽠(@sami_fallah) August 23, 2017
The Irish bookies made the €271,500 pay-out on Mayweather this morning - despite more than 80% of customers backing the Irishman.
Paddy Power has admitted the company is taking a gamble but insisted that, "when you’re backing Mayweather, you’ve basically covered the whole board anyway."
“Patriotism aside, we are paying out early on a Mayweather victory – because we checked, and only one of them is a boxer," he said.
Mr Mac An Iomaire however, pointed out that the company has been wrong before - adding that if McGregor does win, "given the amount of money that has gone on him, we will certainly be paying for the party in Dublin."
The fight is scheduled for the T-Mobile Arena in Las Vegas on Saturday August 26th.
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