Paddy Power, a betting firm, launched the #SaveOurShirt campaign in the UK to change the way betting firms sponsor football clubs kit and save fans from becoming walking billboards by removing sponsorship logos from shirts.
WARC Awards for Effectiveness, Entrant, Instant Impact, 2021
The Responsible Gambling Council (RGC), a non-profit organisation dedicated to gambling problems, changed the way in which it distributes prevention information to encourage behaviour change amongst gamblers in Canada.
Marketing Society, The Brave Awards, Winner, Creative Use of Media, 2020
Paddy Power, an Irish bookmaker, created change in the betting category and encouraged brands to stop placing huge logos on football shirts by releasing a fake, sponsored Huddersfield Football Club shirt to enrage the public before unveiling the real, sponsor-free shirt.
This report summarises the latest research from WARC's Data platform, with a focus on the long-term changes and opportunities in advertising and consumption across e-commerce, online video, social media, and gaming and esports. Key findings include:
The current thinking and reading on the subject of sports marketing – aligning a brand or product with an event or team – including major sporting events such as The Olympic Games, FIFA World Cup or The Super Bowl.