Irreverent bookmaker Paddy Power has made its first foray into the domain of shirt sponsorship with Huddersfield Town for the 2019/20 season.
The deal spans the home, away and third kit with designs set to be unveiled this Wednesday (17 July).
Explaining the decision to back Huddersfield Town, Paddy Power’s brand marketing director Michelle Spillane commented: “They’re a club which, first and foremost, value their fans and know what it means to be a football supporter. We’re confident this deal will bring some bite and bark to The Terriers’ upcoming season.”
Huddersfield Town commercial director Sean Jarvis added: “The front-of-shirt sponsorship is very important to the club and it was vital that we stayed patient to get the right commercial deal. We did that and it’s paid huge dividends through this new relationship with one of the most modern-thinking, pro-active businesses in Paddy Power.
“This represents the largest shirt sponsorship deal for Huddersfield Town outside the Premier League.”
The tie-up marks a surprisingly traditional form of promotional activity for a bookmaker better known for masterminding headline-grabbing stunts, including drafting Eric Cantona to offer Brits a customised ‘Brexit Bunker’.