Paddy Power provides unique insight with latest partnership

Paddy Power provides unique insight with latest partnership

Monday, May 21, 2018 Posted by Joseph Streeter
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The operator will sponsor a football World Cup this Summer

The heightened advertising restrictions surrounding the upcoming World Cup in Russia have left betting operators facing a difficult challenge, as they’re forced to resort to more creative marketing approaches to maximise the tournament.

The route taken by Paddy Power to achieve maximum brand exposure is one that’s characteristically creative, as the group has sponsored the CONIFA World Cup, a tournament from the confederation of independent football associations, the nations who FIFA chose not to recognise.

The tournament will consist of 40 matches and will commence on the 31st of May in London, therefore if nothing else it provides Paddy Power with a potentially popular unique betting market, during a time that otherwise would have been relatively short in markets.

Furthermore, the operator has embraced its role as the prime sponsor of the tournament to the fullest, broadcasting documentary series which features the nations of the tournament, giving an eye-opening and yet witty account of what life is like in CONIFA nations, as well as what football means to them.

In the operator’s latest documentary, Paddy Power travelled to the Matabeleland region of Zimbabwe to meet a nation who will play in their first ever international match at the tournament, after their only previous scheduled friendly against Darfur was cancelled due to lack of travelling funds.

TotallyGaming spoke to Head of Paddy Power PR Lee Price about how the sponsorship came about. He revealed: “CONIFA approached Paddy Power in early 2017, stating their ambition to bring a World Cup to London – but needing the help of a major brand to give them a boost in terms of awareness and marketing.

“It appealed to us because it was an opportunity to bring a tournament to London – where Russia 2018 should’ve been hosted – and it would be timed in the immediate build-up to the FIFA equivalent.

“For us, it represents a chance to do something different – we’ve created our first ever documentary series and will broadcast live sport for the first time, all done in-house.

“It also allows us to champion the underdogs of the footballing world, and serve up some football in an otherwise dead space in the calendar.”

When asked about the markets that Paddy Power will be offering on the tournament, he added: “We have outright tournament betting on site, but this is very much a brand play, not a commercial one.”

Totally Gaming says: Paddy Power should be commended for this sponsorship, as it’s one that holds  numerous benefits. Not only is it smart from a marketing perspective, but it’s also informing and giving exposure to nations and a tournament, that otherwise would have had very little.


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