Australian company Sportsbet.com.au has apologised for offending the transgender community after opening a market on Bruce Jenner's potential new name. But despite the backlash betting won't be suspended.
The market went live on Wednesday ahead of expected TV interviews and specials about Bruce Jenner coming out as transgender.
The company sent an accompanying media release to journalists comparing Jenner's transition to cross-dressing.
"Fair play to Bruce, it takes a lot of balls to em…cut off your balls. We expect a lot of interest in this market ahead of the big reveal," read the statement from Sportsbet.com.au's Will Byrne.
It was immediately condemned as transphobic by the Victorian Gay and Lesbian Rights Lobby.
And it outraged others.
Sportsbet.com.au's Will Byrne told BuzzFeed News the market and the media release were not intended to offend anyone and apologised.
"If you did take offense, we obviously apologise. We didn't do this to put anyone off. We don't want to offend anyone. And it's not our intention," he said.
"We bet on things like things like this. We bet on the royal baby's name. We see this as another scenario like that."