SBC News Voice of the Sports Betting Industry
Paddy Power has given adman Peter Crouch its ‘thoroughbred treatment’, as the bookmaker returns to the Cheltenham Festival.
Releasing its new advertising campaign, Paddy Power has reappointed Crouch as its Cheltenham Festival frontman – with the Irish operator putting the former England striker in tip-top shape to carry out his duties.
Crouch is shown at home preparing for Cheltenham with his model wife Abbey, whilst being commentated on by racing pundits Matt Chapman and Gina Bryce as if they’re assessing a prized stud ahead of a big race.
The tongue-in-cheek commercial sees Crouch return to Paddy Power’s stable, having failed to carry out his ambassadorial duties in the build-up to last year’s Cheltenham Festival.
Yet, arming Crouch with its ‘lucky pants’, Paddy Power is confident that its star man will continue to ‘punch above his weight’ and deliver the bookmaker a successful festival.
A spokesman from Paddy Power said: “Peter Crouch really can do it all. Score goals, make podcasts, and nail a Tom Cruise-style slide for those old enough to remember the movie Risky Business. Me neither.
“This Cheltenham, there’ll be one mainstay of the Festival, the couch, so we wanted to celebrate the viewers’ saddle by putting the UK’s favourite couple on it, too.”
Backing his reappointment, Crouch said: “Thank you, Paddy Power – it’s not often I’m compared to a thoroughbred. Usually, it’s just ‘workhorse’.”
