Heavyweight Sport created a race guide for the steeplechase festivals. This unique A4 guide enabled festival racegoers to see the next day’s runners and riders as soon as they left the gates of the course, and just minutes after the declarations were announced by the PA.
The Paddy Times ran for four years but, like all great ideas, it was soon copied by other bookies…
Such was its success at the Cheltenham Festival for Paddy Power, we extended the Paddy Times to Aintree, Punchestown and the Paddy Power Gold Cup.
The team of Power Rangers certainly caught the eye but, more importantly, were giving race fans something they actually wanted, namely up-to-the minute racing content, together with the best bets and offers.
Not everyone wanted one...
Our Paddy Power team went on to distribute free burgers at Old Trafford, Wembley and Anfield.
Well-targeted sponsorship really can add to the match day experience. Who's gonna argue with a free pre-match burger?!