Capitalising on Manchester United’s Champions League victory over Paris Saint-Germain, Paddy Power placed a cheeky tactical ad in today’s Evening Standard (7 March), asking Theresa May if it’s now time to try the Norwegian model – in reference to United’s Ole Gunnar Solskjaer.
The advert runs underneath a report of the match and urges Prime Minister Theresa May to try the ‘Norwegian Model’ – one of the options on the table for Brexit.
Paddy Power is now using its creative in the Evening Standard to react to the news of the day. Today’s message followed December’s ‘Special Gone’ on the day Jose Mourinho was sacked and ‘Sarri Ain’t a Kepa’ last week, after the Chelsea goalkeeper refused to be substituted during the Carabao Cup final.
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: “United’s unbelievable win allowed us to combine two hot topics our punters are talking about: Ole Gunnar Solskjaer being a miracle worker and Brexit being baffling. Quite frankly we have no idea what the Norwegian model actually is, but if it’s working in Manchester why can’t it work for the rest of the UK. Over to you Theresa.”
Steve Cording, Head of Sponsorship, ESI Media, added: “Our partnership with Paddy Power is all about trying to be as reactive, entertaining and informative as we can for our audience. If there is a big sports story in the news then we want to make sure our coverage capitalises upon it and Manchester United’s win last night is all the nation is talking about.”