SBC News Voice of the Sports Betting Industry
Paddy Power marketing has broken with tradition after announcing that it has become the official shirt sponsor of Huddersfield Town FC for the upcoming 2019/20 Championship football season.
The partnership marks the first time that the Irish legacy bookmaker will appear on an English football shirt, with Paddy Power marketing announcing that it has secured ‘the most lucrative sponsorship deal outside of the Premier League’.
The Huddersfield Town sponsorship marks a significant U-turn for Paddy Power with regards to football marketing, as the bookmaker has previously stated that English football sponsorships hold little value with regards to long term investments.
Updating the market, Paddy Power’s Brand Marketing Director Michelle Spillane said: “We are excited to announce that we are Huddersfield Town’s shirt sponsor this season. They’re a club which, first and foremost, value their fans and know what it means to be a football supporter. We’re confident this deal will bring some bite and bark to The Terriers’ upcoming season.”
Having suffered relegation to the Championship last campaign, Huddersfield has taken a step in the right direction to reclaiming a place in the Premier League by signing with the Irish bookmakers.
Huddersfield Town Commercial Director Sean Jarvis commented: “The front-of-shirt sponsorship is very important to the Club and it was vital that we stayed patient to get the right commercial deal. We did that and it’s paid huge dividends through this new relationship with one of the most modern-thinking, pro-active businesses in Paddy Power.”
Fans of the West Yorkshire side won’t have to wait long to see their new strip, with the club announcing the home kit will be revealed on Wednesday 17th July.
