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Paddy Power cancels Euro 2024 advert featuring Boris Johnson after staff backlash

Paddy Power cancels Euro 2024 advert featuring Boris Johnson after staff backlash


Concerns have been raised about promoting such a controversial figure as Johnson.

By Gambling Insider

Paddy Power has abandoned its Euro 2024 advertising campaign featuring Boris Johnson following backlash from its staff.

The former prime minister – who led the Brexit campaign in 2016 – was due to wear an England shirt and declare: “I told you I would take us back to Europe”, as part of the promotion.

Despite the campaign's endorsement and Johnson's participation, employees at the Dublin-based betting company expressed unease with the idea.

Concerns were raised about promoting such a controversial figure as Johnson and using language that humorously referred to Brexit – prompting British staff members to voice their objections.

Flutter Entertainment, Paddy Power's parent company, confirmed that while it was in discussions with Johnson's team about a possible appearance in the advert, his role in the Euro 2024 campaign would not continue.

A spokesperson for the company said: “We discussed a number of opportunities with Boris Johnson's team, one of which was an idea for a role in a TV advert,” adding that they were keeping hope for future collaborations.

The move marks the latest in a series of controversial publicity stunts by Paddy Power. Previous campaigns have drawn backlash, such as an advert showing a blind footballer appearing to kick a cat and a social media video containing homophobic remarks.

Additionally, Paddy Power launched an advertising campaign in 2022 which mocked Boris Johnson.

The campaign saw Paddy Power use its advertising vehicles to mock Johnson, with a series of trucks displaying digital messages as the fleet toured the capital.

The messages on the side of these advertising trucks read: “Goodbye Boris”, “It's hard to keep up” and “Hello Boris?”




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