SBC News Voice of the Sports Betting Industry
Irish igaming operator Paddy Power have announced a sponsorship deal with UK based Absolute Radio to become title sponsors of popular radio show Rock ‘N’ Roll Football Match Day Warm Up.
The six figure deal confirmed by both Paddy Power and Absolute Radio will see Paddy Power Paddy Power’s “Ball of Shame” ad, which documents outrageous moments in football, promoted during DJ Mark Crossley’s Saturday morning show, which has news and opinion on all football matches taking place. The ‘Ball of Shame’ campaign will engage football fans who find their teams or players at the receiving end of “mad, bad or crazy” behavior during their weekend match. The campaign will be hosted through social channels , Facebook and Twitter, the best comments will be rewarded with cash prizes.
Absolute Radio’s head of sponsorship Emma Smyth commented on the Paddy Power sponsorship agreement: “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 sponsorship deal was brokered by M2M Media for Paddy Power. This 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.
