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Case study

A Euros-packed summer for Paddy Power


After 55 years of hurt, the nation was well and truly ready for the Euros – and Paddy Power wanted just one thing – to be the most talked-about brand during the tournament.

We were responsible for all of the brand’s earned comms in the UK for the tournament, with assets ranging from their experiential screening events, ambassador management, social content and reactive odds over the course of the tournament.

The results? Well, England may not have brought it home (Qatar 2022 anyone?) but we sure did. Our work for Paddy delivered:

  • Over 1,500 pieces of earned coverage, highlights including UMM, SportBible and The Sun
  • 7% share of voice against all official Euros brands A
  • 11% average engagement rate on content creation output