SBC News Voice of the Sports Betting Industry
Paddy Power marketing has continued to diversify its media coverage after confirming the launch of its first podcast ‘From the Horse’s Mouth’ dedicated to the sport of racing.
Launched today, the Irish bookmaker’s foray into podcasting has been developed by new marketing division ‘Paddy Power Media’ – an umbrella unit which seeks to maintain Paddy Power’s mass-market profile across multiple media genres.
‘From the Horse’s Mouth’ sees Paddy Power continue to work with Muddy Knees Media as co-developer of the podcast, with the aim of shaking up coverage of racing news, knowledge and opinion.
The podcast is hosted by legendary jockey Ruby Walsh, who is supported by racing broadcaster Tom Nugent and company figurehead Paddy Power as co-hosts.
Paddy Power confirmed to UK marketing news source The Drum that From the Horse’s Mouth would feature planned ‘live experiences’ for its 2020 schedule, with the podcast planning a Dublin Event ahead of the Cheltenham Festival.
Paddy Power Head of Content Jack Wilson explained: “We’re committed to becoming a go-to content destination for racing fans in the UK and Ireland in 2020 – and our new podcast promises to deliver the inside track on the sport from those who know best.
“Paddy Power Media have got a stellar list of guests to join our front men too. There’s some exciting plans for live shows in 2020 as well – all designed to bring punters to the heart of the horse racing action.”
The launch of ‘From the Horse’s Mouth’ sees Paddy Power continue to invest in ‘content creation’ as a core marketing discipline to drive audience engagements through deeper sports narratives.
Ahead of the start of the 2019-2020 English football season, Paddy Power launched its first dedicated football magazine ‘Pitch Invader’ circulating one million copies throughout football grounds across the country.
Further content initiatives saw Paddy Power launch its YouTube football programme ‘Liquid Football’ in partnership with leading digital publisher Joe Media.
