Paddy Power: Balls, banter and bets

This case study describes how Paddy Power, the bookmakers, reinvented itself as a social brand in order to empower sports fans and increase revenue.

Paddy Power: Balls, banter and bets

Gavin May and Ruth ChadwickCrispin Porter and Bogusky London

Summary

The sporting "establishment":

  • The people with all the money and all the power.
  • The boardroom-dwellers.
  • The decision-makers.
  • They talk, people listen. Great to be them.

The fans:

  • The people with no money and no power.
  • The terrace-chanters.
  • The ticket-buyers.
  • They shout, nobody hears. Sucks to be them.

This is the story of a brand that said "enough of that".

It is the story of a brand that had the balls to stand up against the sporting establishment on behalf of the fans by...

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