SBC News Voice of the Sports Betting Industry
Paddy Power has been threatened with legal action for failing to consult Manchester United interim manager Ole Gunnar Solskjaer for using his likeness to support a dig at the current Brexit situation.
The 46-year-old Norwegian, who has enjoyed such success at Old Trafford since replacing Jose Mourinho in December, reportedly reacted by saying that Paddy Power will have “big problems” and will be hearing from his lawyer.
The advert in question featured an image of Solskjaer clapping alongside the following Brexit-themed message: “Theresa, time to try the Norwegian model?” The sub text then read “Ole to be given the job full time – 1/16”.
It follows quickly after the firm launched the controversial ‘Loyalty is Dead’ campaign featuring Rhodri Giggs – the brother of Manchester United legend Ryan.
The advert, which pokes fun at the highly publicised fall out between the two siblings, was released to promote Paddy Power’s Rewards Club – billed as an ‘anti-loyalty scheme’.
This issue of loyalty will be debated at next week’s Betting on Football conference in a session titled ‘Loyal subjects – how can a brand keep its players onside?’
Josh Linforth (Business Development Director at Betgenius), Dan Towse, (Head of Brand at Marathonbet), John Gordon (CEO & Co-Founder at Incentive Games) and Sam Depoortere (Head of Marketing at Nederlandse Loterij) will be discussing how bookmakers can generate brand loyalty when customers are so price sensitive.
For more information about this year’s Betting on Football, click HERE.
