Paddy Power urges Theresa May to try ‘Norwegian Model’.

  • Paddy Power's Evening Standard print advert pays homage to United boss Ole

Bookmaker Paddy Power was first off the mark again today to capitalise on Manchester United’s astonishing Champions League victory over Paris Saint-Germain last night.

Caretaker manager Ole Gunnar Solskjaer led his United team to an unlikely 3-1 win in France to secure their passage to the quarter-finals on away goals with Marcus Rashford firing home the vital penalty in injury-time following a controversial VAR decision.

Norwegian Solskjaer is now odds-on to take the manager’s job on a permanent basis. Today’s funny Paddy Power advert running underneath last night’s report on the sports pages of the Evening Standard 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 month 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.

“Reacting to live stories is key to the beauty of the Paddy Power brand and the Evening Standard offers us the perfect platform to do that. 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.”
David Sandall, Head of Brand, Paddy Power
“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.”
Steve Cording, Head of Sponsorship, ESI Media
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