Paddy Power Launches Anti-Sponsorship Campaign
A British sports betting provider named Paddy Power has started a campaign opposing the logos of sports betting companies on soccer jerseys. This campaign was kick-started by showcasing the new jerseys of Championship club Huddersfield Town, which had Paddy Power's logo in the form of a large bandana. The campaign faced strong backlash, but according to the company, this was just a "prank." Here's what happened.
"Sponsors on soccer jerseys have crossed the line"
Paddy Power, a brand under Flutter Entertainment, has started a campaign called "Save Our Shirt" that disagrees with jersey sponsorship of gambling companies. The operator is urging all its competitors to stop sponsoring soccer jerseys. Fans are the focus of this call, as Paddy Power recently received harsh criticism from them for its oversized logo on Huddersfield jerseys. The Football Association (FA) had even cautioned Huddersfield before the controversy arose. However, Paddy Power has now revealed that the leaked jersey photos were a sham. According to them, the jersey presentation was merely a "publicity stunt" for the pre-season to draw attention to the growing problem of soccer shirt advertising. Due to this, Paddy Power clarified that Huddersfield wouldn't be using jersey advertising. Victor Corcoran, marketing director of Paddy Power, said:
"Sponsors have gone too far in soccer. While we understand that there is a place for sponsors, the jersey should be sacred. That's why today we're calling on other sponsors to join the Save Our Shirt campaign and give something back to fans."
Movement receives a positive response
The Save Our Shirt movement points out that 55% of all Premier League clubs in England are now backed by gambling companies. Similarly, in the second English division, 14 out of 24 teams currently display a betting brand on their jerseys. Due to growing public and political criticism, this initiative is gaining popularity. Advertising agencies Octagon and VCCP Blue have agreed to collaborate with Paddy Power to promote the campaign on TV, print, digital, and social media. Henry Nash, head of development at Octagon, commented:
"We saw the intense commercialization of soccer and exploitation of fans. So, we aimed to do something good for the sport. We're very excited that Paddy Power has taken a stand with Save Our Shirt. We hope this idea will have a lasting impact - not just for the brand, but for the sport itself."
Soccer teams jump on board
Increasingly, soccer teams are joining the campaign. Paddy Power recently managed to convince English League One club Southend United and League Two team Macclesfield Town to be part of the campaign. For the 2019/20 season, Paddy Power will act as sponsor for both these teams, but will refrain from displaying its logo on their jerseys. Rhys Ellingham, Southend's Head of Commercial, said:
"This is a new record deal for the club commercially, but more importantly, it's a win for the fans. We have been patiently waiting to announce that we're joining Save Our Shirt. We appreciate Paddy Power giving their shirt to the fans."
Ellingham's statement was supported by Macclesfield's manager Sol Campbell, who praised the campaign's value for English soccer. In a press release, he said:
"We're glad Paddy Power has saved our jersey. We were glad to accept the campaign and want to give our shirt back to our fans."
Support from Motherwell
Initially, Scottish Premier League club Motherwell joined Paddy Power's campaign. In this arrangement, Paddy Power will refrain from advertising on Motherwell's jerseys, but will still be the betting sponsor for the coming season. Jim McMahon, Chairman of Motherwell, commented:
"We're thrilled to support Paddy Power's Save Our Shirt campaign. It's a fantastic achievement by our sales team to get a prominent brand like Paddy Power on board. They are known for their forward-thinking and innovativeness. This high-profile partnership shows how our club and fans are perceived around the world."
Soccer buffs are not new to the aggressive marketing of gambling companies. Every week brings new sponsorship deals in British soccer. But the increased presence of gambling has also resulted in mounting criticism, especially regarding children and young people. Recently, sports betting offers on the junior sites of several British soccer clubs sparked controversy in this regard. We'll see if other teams join Paddy Power's new campaign.
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Source: www.onlinecasinosdeutschland.com
