Our Work.

Standing out.

At the start of the 2016-2017 football season, in a bid to stand out in a crowded marketplace, the newly merged bookmaker Paddy Power Betfair became the first sponsor of all football coverage in the Evening Standard using the power and reach of our daily 900,000 circulation.



Our solution.

We increased consideration for Paddy Power Betfair by giving it category exclusivity over the opening football spread in sport every publishing day, during the 2016-2017 football season.

All football content also carried the Betfair logo, call-to-action message and premium display inventory around key matches, including our bumper Friday sports section.

In addition, we recruited former Liverpool and Spurs midfielder and now Match of the Day pundit, Danny Murphy, as an ambassador for Betfair. Danny wrote a weekly column for the Evening Standard including his Bet of the Week.

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The results.

Paddy Power Betfair was so delighted with the results and reach achieved across the first season that it renewed the partnership for the 2017-18 season. It also sponsored the Evening Standard coverage of the Cheltenham Festival in both 2017 and 2018 and then went on to sponsor our 2018 World Cup coverage.

In addition, the working relationship between the bookmaker and the Evening Standard was such that news of Betfair ambassador Rio Ferdinand's decision to become a boxer was broken first in the Evening Standard.