Paddy Power’s Content Play at World Cup

The FIFA World Cup kicked off in stronger fashion than many had expected yesterday with hosts Russia putting five goals past Saudi Arabia in an entertaining and attacking game that bodes well for the tournament.

The coverage on RTE is how most will view the tournament but the different channels through which content is consumed is also being highlighted by a partnership between Bookmaker Paddy Power and Irish production company Offscript Studios, a partnership itself between Idependent News and Media and Shinawil Productions.

“Paddy’s Boat Party”  will be broadcast weekly throughout the tournament across the brand’s own social channels and simultaneously streamed on Unilad’s Facebook page.

The show will aim to channel the pandemonium and excitement of the Russian World Cup and deliver the most talked about moments of the tournament to a content-hungry audience.

The show will be broadcast from a fully brand a luxury yacht on the Thames in Central London and will be fronted by former Soccer AM host Max Rushden and Paddy Power himself.

They will be included by an eclectic line-up of guests throughout the series including; Emmanuel Petit, Sven-Goran Eriksson, Tinchy Stryder, Harry Redknapp, Paul Ince, Emily Atack, Ricky Hatton, Frankie Bridge and Sir Geoff Hurst.

The main shows will be broadcast on Paddy Power’s Facebook, YouTube and Twitter accounts at 6 PM on Sunday evenings throughout the World Cup, starting this weekend.

Each show will run for at least 20 minutes and will include unique interviews with top guests,  live challenges and the most humorous hot-takes on the World Cup from the world of social media.

The show is looking to build on the success of the live four-episode digital broadcast “Paddy’s House Party”, which garnered over 2 million views during the Cheltenham Racing Festival.

“Paddy Power is always one of the most talked about brands during major tournaments and Offscript are delighted to play a role in amplifying it for the 2018 World Cup,” said Mitchell O’Gorman, Managing Director of Offscript Studio.

“Working with a brand that thrives on ballsy communications and using the power of digital-only platforms has enabled us to build a show that TV wouldn’t dare broadcast.”

“It will be organised mayhem, with a special Russian-flavoured madness throughout, giving fans a view on the World Cup that they won’t get anywhere else.”

“The House Party show we did in Cheltenham added to our output around the Festival, so it made sense to up the ante for the World Cup, the biggest event in our calendar this year,” added Michelle Spillane, Paddy Power’s Marketing and Brand Director for UK and Ireland.

“We aren’t taking on RTE, the BBC or ITV – they do what they do very well, but that isn’t our style. We like to embrace the chaos, bring the personality out in our guests, and offer viewers something totally different during the World Cup.”