Analysis: Was Paddy Power’s Huddersfield sponsorship stunt worth it?

The Irish bookie spun up its latest bit of PR magic this week, but could it damage the sector's already precarious reputation even further? Or does the company actually have something else up its sleeve?

Paddy Power is up to its old tricks once again. The Irish bookmaker is renowned for its irreverent marketing ploys, and the brand was once more on the tip of everyone’s tongues this week – this time for its controversial sponsorship of Championship football team Huddersfield Town. The deal with the Terriers was first announced on Monday…

Football | Paddy Power | Responsible Gambling | Shirt sponsorship | Sponsorship