SBC News Voice of the Sports Betting Industry
Paddy Power has released its Christmas advert campaign for the festive season with the launch of ‘A Shirt’s Not Just For Christmas, It’s For Life’.
Created by BBH London, the Flutter Entertainment brand’s new campaign stars actor Danny Dyer dressed as a mullet-sporting dad and boxing promoter Eddie Hearn as an entrepreneurial football club owner, taking a look at Dyer’s first experience unwrapping a football shirt on Christmas morning.
Speaking on the festive ad campaign, Paddy Power stated: “Like so many fans, I got my first football shirt from my dad, and it set me up for a lifetime of passion, loyalty, and a bit of heartbreak – which is a bit of a clue to who I support. But let’s be honest, we all need a laugh at Christmas – and that’s what this is all about. A shirt’s not just for Christmas; it’s for life.”
The advert follows Dyer’s character Andy as he unwraps a Christmas present from his father, a shirt for fictional side Hardlypool United in the eighties, before following him through decades of supporting the football team as they go through a tumultuous period filled with highs and lows.
Danny Dyer added: “There was only ever one team for me, and it certainly wasn’t Millwall! West Ham were my first true love – ever since I got that shirt as a kid I’ve been hooked. There’s no better feeling than getting that shirt on. You wear that shirt with pride every time you put it on. You back them through it all. The good and the bad.”
Andy then grows up to have children of his own, handing them their own Hardlypool United shirt on Christmas morning as his father did to him.
Lawrence Bushell, Associate Creative Director at BBH London, commented: “People often get ‘gifted’ their first footy shirt for Christmas, but it can also be a lifelong curse. Just ask Spurs supporters. We hope this ad serves as a warning to all footy fans this festive season. After all, a shirt’s for life.”
To support the campaign, the sports betting and online casino operator conducted a study into how football fans across the UK received their first shirt, with 56% of fans receiving their first football shirt as a gift from a family member.
Michelle Spillane, Paddy Power’s Managing Director of Marketing, concluded: “This campaign is more than just an ad – it’s a love letter to football. We’ve always celebrated the quirks, passion, and laughs that make football great. For our first Christmas ad, we wanted something bold, funny, and packed with heart – a true reflection of the beautiful game.”
