Paddy Power sponsors badboy Rodman’s North Korean trip
News on 5 Sep 2013
News on 5 Sep 2013
Paddy Power’s always imaginative marketing team scored another publicity coup this week, sponsoring a visit to North Korea by former basketball star and controversial badboy, Dennis Rodman (52).
Rodman has previously visited North Korea, where he is friendly with the country’s dictator, Kim Jong Un, achieving widespread international coverage…and presumably attracting the attention of the Paddy Power marketers.
Major mainstream and industry publications around the world carried photographs of Rodman and his entourage arriving in Pyongyang, clad in loud Paddy Power-Rodman T-shirts and wearing Paddy Power branded baseball caps. They were met by a senior North Korean official.
The company later issued a statement advising:
“Paddy Power has an existing relationship with basketball legend Dennis Rodman and is supporting him, at his request, in his mission of basketball diplomacy,” Paddy Power said.
“In this regard, we have sought guidance and taken advice from International Crisis Group, a well-regarded NGO with an established track record in North Korea.
“Dennis will be hosting a press conference in New York on Monday September 9 on return from Pyongyang.”
After Rodman’s previous visit to North Korea, which was sponsored by Vice Media, Paddy Power contracted Rodman to travel to Vatican City in a promotion based on betting on who the new Pope would be.
