How Paddy Power brought ‘mischievous’ energy to the festive season

Fuelled by a desire to mischievously entertain the nation, in 2024 Paddy Power decided to tap into the UK’s biggest cultural ad moment – Christmas.

Rather than focusing on cheap odds and free bets, what if Paddy Power could do a proper Christmas campaign?

Research conducted by the betting brand and agency BBH found 56% of fans get their first football shirt on Christmas Day – a gift that comes with decades of heartbreak and (fleeting) joy attached. The insight was that a football shirt is for life, not just for Christmas.

The campaign launched with a 90-second film telling the story of Andy, who one Christmas morning receives a Hardlypool United shirt from his dad – Eastenders star Danny Dyer. Viewers follow his journey through decades of unwavering loyalty, heartbreak and questionable haircuts. The film ends with Dyer as a proud grandfather, watching the next generation join the fold.

The outdoor creative saw giant ‘labels’ placed on real club shirts near stadiums, spelling out the emotional baggage attached. Meanwhile, free-to-play ‘Paddy’s Presents’ competition gifted fans a bet builder every time their team scored over the festive season.

Mixing mischievous humour with an emotional take on football gave the brand its route into Christmas. Winner of the 2025 Marketing Week Award for Excellence in Regulated Industries, Paddy Power’s TV ad delivered over 200 million media impressions and was seen by 90% of 18- to 44-year-olds.

Earned media coverage achieved £864,000 in PR value, while System1 gave the ad the highest score in the betting category since it started tracking 10 years ago.

Brand awareness and consideration rose year on year, while Paddy Power notched up its biggest ever increases in consideration and trust among core football fans. More active bettors, and football fans specifically, placed a bet with Paddy Power versus the December prior – driving an “impressive” uptick in revenue.