Paddy Power: Save Our Shirt - How a brand turned the tables on its own sector by saving fans’ football shirts from betting sponsors

Paddy Power, a betting firm, launched the #SaveOurShirt campaign in the UK to change the way betting firms sponsor football clubs kit and save fans from becoming walking billboards by removing sponsorship logos from shirts.

Campaign details

Brand: Paddy PowerAgency: VCCP Blue

Summary

Gambling addiction is a significant problem. Meanwhile, betting brands are addicted to football sponsorship. Fans and their sacred football shirts have become walking billboards for betting sponsors. Paddy Power wanted to create meaningful change in the category.

Paddy hadn't previously entered football sponsorship, but would now strike a deal with five clubs. But, crucially, without their name on the shirts.

However, rather than coming straight out with logo-free strips and waiting for polite applause, we decided to first make the problem much, much worse.

We would use the very...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands