2020 Brave Awards winner, Paddy Power

How a brand turned the tables on its own sector by saving fans' football shirts from betting sponsors

Gambling addiction is a significant problem in the UK. Meanwhile, betting brands have become addicted to football sponsorship. Fans and their sacred football shirts have become walking billboards for betting sponsors. Paddy Power wanted to create meaningful change in the category.

Paddy had not previously entered football sponsorship, but would now enter into a deal with five UK clubs.

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