MADRID , Spain ( CNN ) -- An underemployed Spanish matador is breaking tradition and carrying advertising on his capes in the bullring -- promoting a soft drink aimed at gays . Matador Joselito Ortega in an exhibition fight on Sept. 23 in the southern Spanish city of Malaga . While fighting bulls , matador Joselito Ortega will use capes embroidered with the words `` Gay Up , '' the name of the energy drink . The move has many in the macho-steeped world of bullfighting seeing red . But Ortega , 29 , told CNN , `` I 'm glad to be the first person ( in bullfighting ) whom the gay community will take as an icon . '' `` People think the bullfighter is very tough , very rude and they only like women , '' Ortega added . `` But we are in 2009 . Everything must change . '' Industry experts said it would be the first time advertising will appear on bullfighter 's capes -- the large one used when the bull rushes into the ring , and a smaller one used later as the matador moves in for the kill . In the 1980s , matador Luis Reina had a contract showing the brand name of Japanese electronics giant Akai on parts of his shiny `` suit of lights , '' while fighting . `` But that lasted just one or two fights , '' recalls Curro Vazquez , a former bullfighter who now manages one of Spain 's top-tier matadors , Cayetano Rivero Ordonez . Rivero Ordonez has declined offers to carry publicity on his bullfighter 's suit and capes while in the ring , Vazquez said , out of respect for `` the ritual of bullfighting . '' `` The cape is a sacred thing , '' said Vazquez , adding that it 's fine for premier bullfighters -- who are treated like rock stars -- to have lucrative endorsement deals for products , but only outside of the ring . This is the first endorsement deal of any kind for Ortega . He became a full matador in 2006 , facing the biggest bulls , but said he 's fought only six or seven fights since then . Yet a bullfighter in demand can have dozens of fights in just a single season . `` Ortega is a new bullfighter and he might see this as a way to get known , '' Vazquez said . If so , it appears to be working . Ortega and his drinks company have been flooded with media queries since they made the announcement this week . Pedro Suarez , the CEO at Grupo Banus Pi , the firm that makes Gay Up and took over management of Ortega 's career just two weeks ago , said they plan to organize an exhibition fight for Ortega soon , and sell the TV rights exclusively . Gay Up is a non-alcoholic energy drink made in Spain , drawn from a formula originally from Colombia . Suarez said the company tried to sponsor a Spanish football ( soccer ) team but was turned down because of the Gay Up brand . Then they found Ortega , who says he 's not gay . He 's been gored six or seven times in his career , which started 13 years ago as a junior bullfighter . `` All sports teams have advertising on their uniforms , '' Ortega said , insisting he 'd continue to fight bulls the same way , even with ads on his capes . Bull breeder Juan Pedro Domecq Morenes welcomed the change , saying it might help revive Spain 's billion-dollar bullfighting industry , which he said in recent years has seen a 45 percent decline in the number of fights , especially in smaller village bullrings . `` Only God is sacred , '' said Domecq , who also publishes a bullfighting Web site . `` The rest of the traditions have to advance , modernize . ''
Matador Joselito Ortega will use capes embroidered with the words `` Gay Up '' `` Gay Up '' is the name of a non-alcoholic energy drink in Spain . Industry experts : First time advertising will appear on bullfighter 's capes . Ortega , who says he 's not gay , has been gored six or seven times .