Paddy Power: #SaveOurGame

Brushing over a troubled past between both, this stance will enable Irish fans to cheer on the boys in white with a clear conscience, safe in the knowledge that everyone can be a winner this summer.

Led by a full-page ad in the Irish Times decorating one corner of the Emerald Isle painted in an unaccustomed combination of red and white courtesy of creative lead The Public House and production by 9Yards, who helped install an outsize 100x56m St Georges Cross on the Bray Wanderers Ground in County Wicklow.

The patriotic campaign gives football fans on both sides of the Irish Sea something to cheer for with the bookmaker wrote: "We're donating €10,000 to Irish football for every England goal at the Euros. If football's coming home we might as well benefit.

Leveraging its largesse to bring Irish fans on-side PaddyPower also pledges a €20,000 'backstabber bonus' any time Irish players Jack Grealish or Declan Rice trouble the back of England opponents nets.

The mercenary approach to football allegiances should see the Three Lions roar with greater volume. An accompanying video by Irish pundit Eamon Dunphy and Virgin Media pundit Damien Delaney (the other one) hammer home the #SaveOurGame message which seeks to rescue the sporting season for Ireland after the republic's ignominious failure to qualify.

A PaddyPower spokesman said: “Irish football fans are the best in the world, and we know they would do anything for the good of the game. We’re not asking them to pledge their allegiance to the Queen. We haven’t totally lost the plot. But for the duration of the Euros, for every goal England score is money in the bank for Irish football.

“We want to give Irish fans a reason to cheer this summer…even if it slips out accidentally.”

Creative development was undertaken in partnership with Ready10 for the outdoor and print campaign with media arranged by Mediaworks.

"We'll need a shower after that," concludes Dunphy.