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Paddy Power strikes six-figure football sponsorship with Absolute Radio

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By Jessica Davies, News Editor

August 19, 2013 | 2 min read

Paddy Power has struck a six-figure deal with Absolute Radio to sponsor its Rock ‘N’ Roll Football Match Day Warm Up show.

The ten-month multiplatform deal will see Paddy Power’s “Ball of Shame” ad, which documents outrageous moments in football, promoted during DJ Mark Crossley’s Saturday morning show.

The ‘Ball of Shame’ campaign is aimed at rewarding football fans who find themselves at the receiving end of “mad and bad” behaviour during matches.

Absolute Radio listeners will be encouraged to tweet what moments they think should fall into the Ball of Shame category, with the winner to receive a cash prize.

The deal will also see Paddy Power use the commercial radio network’s InStream ad product, designed to create a more individually relevant content and advertising experience for registered listeners.

Absolute Radio’s head of sponsorship Emma Smyth said: “We are gaining some great momentum as we start our fourth season of Rock N Roll Football. Paddy Power is firmly establishing itself as THE brand with a current, witty and mischievous view on football, which complements our existing partnerships and reflects our tone of voice perfectly.”

The deal, brokered by M2M, is the latest in a string of sponsorship tie-ups made by the radio broadcaster, including a six-figure deal with Rupert Murdoch’s News UK to promote its exclusive Barclays Premier League digital rights.

Meanwhile BskyB renewed its Sky Sports sponsorship of the Rock ‘N’ Roll football brand ahead of the Barclays Premier League kick-off on 17 August.

The Paddy Power campaign will run until 11 May 2014, with the sponsorship of Absolute Radio DJ Mark Crossley’s show starting on 24 August.

Absolute Radio Premier League Sky

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