Paddy Power launches new ad campaign featuring Jose Mourinho

27 September 2019

Flutter Entertainment-owned brand Paddy Power has launched a new advertising campaign starring former Chelsea, Real Madrid and Manchester United manager Jose Mourinho to promote the brand’s Daily Jackpot product.

The product plays on Mourinho’s nickname of “The Special One,” with a tagline of “Don’t think you’re special.”

The Daily Jackpot product, a slot game in which a large jackpot is awarded each day, forms part of Paddy Power’s games division

The ad launched online yesterday (26 September) and on television, print and social media on 27 September.

In a release, Paddy Power said Mourinho personally made some changes to the script of the advertisement.

Paddy Power’s marketing has gained widespread attention several times in the past, most recently with the company’s “Save Our Shirt” sponsorship campaign. As part of the campaign, football clubs including Championship side Huddersfield would receive sponsorship payments from the operator but would wear shirts bearing no front sponsor.

The “Save Our Shirt” campaign was promoted with a stunt in which the Huddersfield team played a friendly wearing shirts with large, green sash-style Paddy Power branding, before the sponsor-less shirts were revealed. Huddersfield were later fined for breaching FA rules regulating the size of sponsorship logos.