Paddy Power pulled off the mother of all sponsorships to shine a light on the issue of football sponsorship by betting brands and challenge the status quo. A horrendously-branded fake kit for Huddersfield Town was launched and worn in an official game.
Then, it’s true purpose was revealed: Paddy ‘unsponsored’ five clubs, creating an experience that offered fans the chance to trade in their old sponsored shirts for unbranded ones. The campaign prompted 13,200,000 interactions and opened up a narrative between fans, the media and clubs about the problem of gambling in football, that would ultimately disrupt the category forever.
LEADERSWEEK.DIRECT/ / 5-8 October 2020
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