Skip to: Navigation | Content | Footer

Paddy Power runs tactical Mourinho ad in Evening Standard

The surprise news at 10am on Tuesday that Jose Mourinho had been sacked by Manchester United prompted some quick thinking from the Evening Standard and their football partners Paddy Power-Betfair.

Author: News Desk

Posted on: 20 December 2018 06:54

Paddy Power runs tactical Mourinho ad in Evening Standard

Steve Cording: "Being able to react to stories, in particular sport which is so fast-paced, is a real USP."

Reacting with speed and humour, the Standard’s editorial coverage of the sacking which was carried on the front and back pages on Tuesday was complemented by a cheeky tactical advert from Paddy Power heralding the self-styled Special One Mourinho as ‘Special Gone’ and installing Zinedine Zidane as the favourite to be the next United boss.

It is another example, says ESI Media, of the nimbleness of the editorial team at the Standard who work closely with the commercial floor at ESI Media to help produce reactive campaigns that cut-through for clients.

Earlier this year, the Standard ran a campaign with Kronenbourg across print and digital with each advert reflecting the news of the day in a contextual environment with all the adverts produced on the day of publication.

ESI head of sponsorship Steve Cording said: “We are constantly striving to find ways to both inform and entertain our audience in as many new ways as possible. Being able to react to stories, in particular sport which is so fast-paced, is a real USP when we are talking to brands about partnerships. If you want the news of the day first in London, then it is going to be in the Evening Standard.”

Paddy Power-Betfair have sponsored the Evening Standard’s football coverage for the past three seasons in a deal brokered by Mediacom.

Most read on InPublishing

These are the most read stories on the InPublishing website over the last 14 days, in order from the top.

Articles

Print futures: 5 minutes with… Matt Carry

Matt Carry
Posted on: 17 January 2019

Motor Sport: doubling down on reader revenues

Meg Carter
Posted on: 27 November 2018

Big Publisher Functionality for Small Publisher Budgets

James Evelegh
Posted on: 27 November 2018

AI – let’s not waste it

James Evelegh
Posted on: 10 January 2019

The Power of Shorthand

Ian Halstead
Posted on: 27 November 2018

The murky world of digital advertising

Tom George
Posted on: 27 November 2018

Building a sustainable brand

Ciar Byrne
Posted on: 27 November 2018

Puzzle magazines

Alan Geere
Posted on: 27 November 2018

Paid Content Strategies - Ten Top Tips

Peter Houston
Posted on: 19 December 2018

This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 19/01/2019 05:49)

Editor's Pick of Recent News Stories

Posted on: 17 January 2019
Posted on: 16 January 2019
Posted on: 15 January 2019

Find out more about

Featured job

Business Editor
Salary: Competitive
The Courier
Dundee

Featured in InPublishing Jobs

InPub Weekly: Sign-up

Click here to sign up for our free weekly email newsletter:

Sign up now!

Magazine registration

Publishing Partners Guide

Guide to paid-content