Paddy Power, a Flutter Entertainment brand, has launched its new campaign urging betting operators to stop sponsoring football shirts.
The ‘Save Our Shirt’ initiative aims to highlight how over half of England’s football teams were sponsored by a bookmaker in 2019-2020.
The campaign was unveiled after Paddy Power drew criticism over its new commercial deal with English Championship team Huddersfield Town, with much of this directed at the size of the logo on the front of the team’s shirts.
“Shirt sponsorship in football has gone too far; we accept that there is a role for sponsors around football, but the shirt should be sacred,” said Paddy Power’s marketing director Victor Corcoran.
As part of the campaign, Paddy Power has organised a ‘shirt amnesty’ to take place on the 5th of August, the date of the first season game.
The company has also agreed to a similar deal with Scottish Premier League football club Motherwell, who will join the ‘Save Our Shirt’ campaign. Paddy Power will serve as Motherwell’s title sponsor for the 19-20 season, but its logo will not appear on players’ shirts – in line with the new initiative. Despite the lack of shirt branding, Motherwell said the deal represents the largest jersey sponsorship in the club’s history.
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