Business

Monday 20 January 2020

How Paddy Power won the World Cup

Paddy Power Chief Executive Patrick Kennedy
Paddy Power Chief Executive Patrick Kennedy

Nick Webb

Paddy Power wiped the floor with some of the world's biggest firms at the Brazil World Cup by becoming the seventh highest brand globally for social media mentions as Twitter and Facebook traffic rocketed.

The listed bookie, headed by CEO Patrick Kennedy, attracted almost 150,000 new customers during the football tournament, fuelled by social media and a series of stunts, including a ruse that duped people into thinking swathes of the Amazonian rain forest had been chopped down.

"We ranked as the seventh highest brand globally for social mentions, and just behind McDonald's in sixth - but ahead of many of the official World Cup partners and sponsors, including Budweiser, including Emirates, including Visa," Kennedy told investors, when reporting a weak first half performance.

"On social media, Brazil 2014 turned out to be the most social event in history, and our presence meant that we dominated our industry both on Facebook and Twitter. Paddy Power received three times the amount of engagements and interactions than the next six competitors combined."

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