Six figure radio deal for Paddy Power

Paddy Power and Absolute Radio have entered into a six-figure exclusive sponsorship deal.

Absolute Radio’s Saturday morning Rock ‘N’ Roll Football Match Day Warm Up Show will feature Paddy Power’s “Ball of Shame” ad which reviews outrageous moments in football, promoted by DJ Mark Crossley.

According to The Drum the ‘Ball of Shame’ campaign rewards football fans exposed to “mad and bad” behaviour during matches by encouraging them to tweet what moments they think should fall into the Ball of Shame category.  The ultimate winner will receive a cash prize.

Paddy Power will additionally use the radio network’s InStream ad product to create relevant content and advertising for registered listeners.

“We are gaining some great momentum as we start our fourth season of Rock N Roll Football. Paddy Power is firmly establishing itself as THE brand with a current, witty and mischievous view on football, which complements our existing partnerships and reflects our tone of voice perfectly,” said Emma Smyth, Absolute Radio’s head of sponsorship.

Paddy Power’s campaign will run until 11 May 2014, with the sponsorship of Crossley’s show starting on 24 August.

In related news, Irish online gambling firm SeanieMac International Inc. (formerly Compliance Systems Corp) has entered into an exclusive sponsorship of the sports section of Irish news and sports radio station NewsTalk.

According to a company statement, NewsTalk sport is the only Irish radio station providing exclusive commentaries of the Barclays Premier League, the GAA Championship (Irish Gaelic Games) and Heineken Cup (European Rugby Competition).

All three form the basis of a show that keeps listeners up to speed on that day’s sports action including well-known personalities in each discipline providing a blow-by-blow analysis.

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