Paddy Power Huddersfield Sponsorship Deal Criticised

Viktor Vangelov | Published 31 Jul 2019, 12:48 p.m.

We reported on the latest Paddy Power campaign, following their reported sponsorship of Huddersfield Town, that actually turned out to be a very clever marketing ploy, but it is fair to say that the reactions in the public were quite mixed, to say the least.

And it’s not just the public. In fact, one could say that the reaction of the public wasn’t that negative, although many are aware that it was just a marketing trick. Industry representatives were even more frustrated with the commercial, but also Paddy Power’s marketing efforts in general. The company has been one of the industry frontrunners that have advocated in favour of the introduction of self-imposed restrictions.

A short reminder, or an introduction to the latest Paddy Power campaign, in case you’re not familiar with it. The idea is that betting operators could sponsor football teams, but they shouldn’t feature their logo on the shirts.

Questionable Principle Behind The Strategy

Huddersfield isn’t the only team that’s sponsored by Paddy Power. League One Southend United and League Two club Newport County are also sponsored by the Irish-based bookmaker, and so is Scottish Premier League club Motherwell. In fact, all these clubs partnered with Paddy Power as part of this campaign.

An industry expert claims that this a desperate PR stunt and that Paddy Power don’t actually believe all that. He feels that the company is simply trying to impress the authorities and improve its image and the public perception of it.

There is no actual logic behind this decision, but the principle itself is quite questionable as well. For one, Paddy Power are not against shirt sponsorship in other countries, it seems that is problematic only to have a betting provider logo on the shirts of British teams, which is strange to say the least. Moreover, this powerful principle doesn’t seem to apply to non-football shirts. One could also ask why shirts are so special, i.e. why is it not okay to place a betting logo on a shirt, but not on another asset.

It is fair to say Paddy Power’s initiative is a response to one of their greatest competitors – GVC Holdings after this company proposed all betting operators to stop featuring their logos on football shirts. 

The problem with this approach is that a lot of betting operators will simply stop sponsoring football clubs and a lot of football clubs depend on shirt sponsorship deals and thus the value of these deals will decrease which will in turn hurt football clubs, especially smaller ones, it has been argued.

North Carolina Governor Signs Betting Bill

Meanwhile, in the US a lot of states continue to push forward initiatives aimed at legalising certain forms of gambling, most notably sports betting. We’ve reported that North Carolina is one of the states seeking to legalise sports betting, and last Friday Governor Roy Cooper signed the bill into law.

This act gives the Eastern Band of Cherokee Native Americans an authorisation to offer sports betting at the two casinos they run in the Appalachian Mountains. Punters are able on any sports event they want to, after the authorities rejected a ban on college events. Mobile sports bookmakers will not be permitted with the law, but the legalisation of retail sports betting across the whole state is an option.

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