Normally when management of a brand are photographed at a sponsorship announcement it is the shot that makes it onto the company intranet. The staged set up highlighting the sporting stars with the brand on shirts or in the background that makes the major media splash.
AIB’s The Toughest shots with Aidan O’Shea, where the brand was cleverly inserted into the space normally used for BFL branding on the helmet is one that springs immediately to mind from the start of 2016.
Paddy Power though it must be said have never been ones to stick to the ‘rules’ of the promotion game and whether it was his own idea or one that was foisted on him the company’s eponymous spokesman was no shrinking violet at the announcement of the Paddy Power Cheltenham Trial Day at Naas Racecourse on Sunday week.
The theme was that this would be the start of the Irish battle cry to lead another assault on the main prizes of the National Hunt year at Cheltenham next month.
Ruby Walsh was alongside but even with the toy horse in hand he will not mind being seen as a sideshow to the main image of Power in full Viking gear and looking mighty fierce.
Photoshoots for sponsorship announcements may never be the same again. This is Paddy Power’s tenth year partnering with Naas Racecourse.
