Paddy Power agrees deal with Absolute Radio
Sportsbook to promote its 'Ball of Shame' competition through season-long sponsorship deal with radio station's Saturday football show
Paddy Power has struck a deal with Absolute Radio to sponsor the station’s Saturday morning Rock ‘N’ Roll Football Match Day Warm Up show.
The Irish-headquartered bookie has paid a six-figure sum to promote its ‘Ball of Shame’ advert during the show for the duration of the Premier League football season starting on 24 August.
The ad documents bizarre football moments and is aimed at rewarding fans who find themselves at the receiving end of unusual behaviour during matches.
Listeners will be encouraged to tweet what moments they think should fall into the Ball of Shame category, with the best suggestion receiving a cash prize.
The deal will also see Paddy Power use the commercial radio network’s InStream ad product to deliver more targeted messages to the audience.
The agreement comes in the same week that Paddy Power signed a three-year deal with Arsenal to become the football club’s official betting partner in the UK, Ireland and Italy.
The deal sees Paddy Power return to Arsenal after the pair struck similar deals in previous seasons.
The agreements follow the news that Paddy Power will reward one of its Facebook followers with the chance to place a bet from space.
The competition was launched earlier this week in anticipation of the company breaking through the one-million followers mark, which it has since succeeding in doing.
However, the company won’t be jetting the lucky punter in to the ether; instead Paddy Power will send a helium balloon containing a radio transmitter and Rasberry Pi computer into the atmosphere so the bet can be placed remotely from earth.
Meanwhile, earlier this month Paddy Power also agreed a deal with News UK to become the first betting partner of its online, tablet and smartphone apps with the company sponsoring The Sun Plus Goals and The Goals apps.