TV Media Planning MediaCom Sports Marketing

Paddy Power pounces upon Jose Mourinho sacking with Evening Standard ad


By John McCarthy, Opinion Editor

December 18, 2018 | 2 min read

Irreverent bookmaker Paddy Power has capitalised on the sacking of Manchester United gaffer Jose Mourinho by running an ad next to coverage of the news in today's (18 December) Evening Standard.

Paddy Power ad

Paddy Power runs a reactive print ad

The creative was quickly negotiated on to the page as part of Paddy Power-Betfair's sponsorship of the newspaper's sports section, a deal brokered by Mediacom.

Paddy Power jumped upon the announcement to position its odds for French legend Zinedine Zidane to take up the mantle. The creative was entitled Special Gone, mocking his Special One nickname.

The newsbrand said the placement showcases the "nimbleness of the editorial team at the Standard".

Talking up the work, ESI head of sponsorship Steve Cording said: “We are constantly striving to find ways to both inform and entertain our audience in as many new ways as possible. Being able to react to stories, in particular, sport which is so fast-paced, is a real USP when we are talking to brands about partnerships.

"If you want the news of the day first in London, then it is going to be in the Evening Standard.”

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