SBC News Voice of the Sports Betting Industry
Paddy Power has set out to create its next Cheltenham Festival ‘viral moment’ after securing the services of Peter Crouch as its new brand ambassador.
Seeking to gain the ‘highest coverage’ possible during a crucial Festival period for all bookmakers, Paddy Power has turned to the multi-talented former Premier League fan-favourite turned superstar podcaster Peter Crouch as its Cheltenham 2020 figurehead.
Securing the talents of Crouch, Paddy Power marketing has already applied a number of blue-sky ideas with the help of Irish champion jockey Ruby Walsh, seeking to extract the racing knowledge and value of its new ambassador.
“Crouchy! Footballer, beanpole, podcaster, former virgin, is now jockey,” read the Paddy Power statement.
“Yes, you read that right. Here at Paddy Power we’ve only gone and made the lanky b*stard don some silks and throw his leg over a thoroughbred racehorse.”
The start of Cheltenham 2020 will see Paddy Power once again turn-up the dial on its marketing coverage.
Two weeks ahead of the Festival start, the bookmaker launched its ‘neighbour to neighbour’ UK multi-media advertising campaign which featured Irish actor Colm Meaney who delivered an urgent message to English sports fans.
Cheltenham 2020 sees Paddy Power continue its legacy sponsorship of the ‘Prestbury Cup’, the Festival accolade that celebrates the famous and good-natured competition between both nations and is awarded to the country with the most winners at the end of The Festival.
