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Sportsbet Apologise But Refuse To Take Down "Transphobic" Bruce Jenner Market

"It takes a lot of balls to em... cut off your own balls."

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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 company sent an accompanying media release to journalists comparing Jenner's transition to cross-dressing.

Wow, Sportsbet. Taking bets on a hugely personal, sensitive transition in someone's life. Stay classy.

Marc Fennell@marcfennellFollow

Wow, Sportsbet. Taking bets on a hugely personal, sensitive transition in someone's life. Stay classy.

9:19 AM - 18 Feb 15ReplyRetweetFavorite

"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.

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It was immediately condemned as transphobic by the Victorian Gay and Lesbian Rights Lobby.

How does @sportsbetcomau justify this? pls RT “@MoniqueSchafter: Horribly transphobic, shut it down. @TransGenderVic”

Victorian GLRL@VGLRLFollow

How does @sportsbetcomau justify this? pls RT “@MoniqueSchafter: Horribly transphobic, shut it down. @TransGenderVic”

10:02 AM - 18 Feb 15ReplyRetweetFavorite

@cmdil It's offensive, corporately irresponsible and degrading to #trans people regardless of whether or not it's "harmless"

Victorian GLRL@VGLRLFollow

@cmdil It's offensive, corporately irresponsible and degrading to #trans people regardless of whether or not it's "harmless"

10:17 AM - 18 Feb 15ReplyRetweetFavorite

And it outraged others.

@marcfennell "the big reveal"as if it's a new iPhone. Also, you know what's hilarious? Making jokes about gender reassignment surgery.Gross.

Rhiannon Keyte@rhiannonkeyteFollow

@marcfennell "the big reveal"as if it's a new iPhone. Also, you know what's hilarious? Making jokes about gender reassignment surgery.Gross.

9:37 AM - 18 Feb 15ReplyRetweetFavorite

@marcfennell Sportsbet using humans for live baiting. Stay cruel guys.

stereogamous@stereogamousFollow

@marcfennell Sportsbet using humans for live baiting. Stay cruel guys.

9:29 AM - 18 Feb 15ReplyRetweetFavorite

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."