NEWS 

Paddy Power quick off the mark in Evening Standard

Bookmaker Paddy Power reacted quickly to capitalise on the fall-out between Chelsea goalkeeper Kepa Arrizabalaga and manager Maurizio Sarri in Sunday’s Carabao Cup Final.

Paddy Power quick off the mark in Evening Standard
Steve Cording: "Being able to react to fast-paced sports stories is a key part of our offer."

Kepa refused to be substituted at the end of extra-time as Chelsea lost to Manchester City on penalties. His antics left boss Sarri in a rage and have increased the pressure on his reign at Stamford Bridge with Paddy Power now offering 11-8 that he will be sacked before the weekend.

The cheeky advert with the headline ‘Sarri Ain’t a Kepa’ was created early Monday morning by Paddy Power and placed under the match report of Sunday’s game on the sports pages of the Evening Standard.

In December Paddy Power also used the Evening Standard’s ability to react to the news of the day by producing an advert on the day that Jose Mourinho was sacked by Manchester United.

The Evening Standard is currently in its third season of a sponsorship with Paddy Power-Betfair which gives the bookmaker branding on all football coverage and category exclusivity over the opening spread on the sports pages.

David Sandall, Head of Brand, Paddy Power, said: “Reacting to live stories is key to the beauty of the Paddy Power brand and the Evening Standard offers us the perfect platform to do that. The Chelsea clown school story is all our punters are talking about so it’s right we sub our usual ad today with a more relevant execution.”

ESI Media Head of Sponsorship Steve Cording said: “We are constantly striving to find new ways to inform and entertain our audience – with Paddy Power we are able to do just that. Being able to react to fast-paced sports stories is a key part of our offer when we are talking to brands about partnerships. We are delighted to have been able to deliver this great ad with perfect timing.