Challenge

Paddy Power wanted to launch its sponsorship of Huddersfield Town in a way that would genuinely win over football fans and reinforce its reputation as the sport's challenger brand.

Strategic Unlock

Football fans accept sponsorship as part of the modern game. But many also believe commercial interests have gone too far, particularly when betting brands appear on shirts worn by children. Rather than adding another logo to the game, we saw an opportunity to prove Paddy Power cared more about football than promoting itself.

Creative Solution

We launched what appeared to be one of the most over-sponsored shirts in football history, sparking outrage across the football world. Then came the twist: the shirt was a fake. Paddy Power announced it would remove its logo entirely, allowing Huddersfield Town to play in a sponsor-free kit. By putting the club ahead of its own brand, Paddy Power turned a sponsorship announcement into a statement about what football should stand for.

Results

The campaign generated global headlines, sparked widespread debate and became one of the most talked-about sponsorship launches in football.