On Wednesday 17 July 2019 betting company Paddy Power launched a clever disruptive marketing campaign.
When Huddersfield Town announced their brand new home shirt. The new design, generally in keeping with Huddersfield’s traditional colours, had and interesting addition splashed across the chest. Paddy Power’s logo, the newly appointed kit sponsor, was definitely not subtle!
Huddersfield Town Supporters Not Happy!
Instantly the subject of outrage. The new kit received wide criticism from supporters as well as the wider football community. Social media and news channels were talking about it. Plenty of free advertising. But Huddersfields supporters hadn’t yet got over the previous season. Being relegated to the Championship was tough. But now their team appeared to have sold their sole as well. Huddersfield Town had handed their brand over to a betting company!
The team wore the clever new kit in a pre-season friendly a few days later. Shortly after Huddersfield had beaten Rochdale 3-1, the Football Association fell for it and got involved.
According to the Football Association’s regulations a sponsors logo can not exceed 250 square centimetres on the front of a clubs football shirt.
We Have Contacted Huddersfield Town About Their 2019/2020 Kit To Seek Their Observations.
48 hours laters Huddersfield revealed the clubs real shirt. Clever marketing at its best, but apparently the new shirt was launched as part of a wider campaign. Paddy Power have claimed that it’s part of the ‘Save Our Shirt’ campaign. Which is an initiative that supports a move back towards unbranded football kits. Lets see how that one catches on!
For new kit sponsor Paddy Power, in less than a week their disruptive marketing stunt had delivered. After the story went viral, they’d gained free publicity that was possibly worth as much as an entire season. Was this arguably better than having their brand placed legally on the shirt fronts?
15 Unique Shirts Auctioned
Things were nicely rounded off when the 15 unique shirts were auctioned for local charities. Huddersfield players signed each shirt helping to raise almost £30,000.
The proceeds went to the club’s own registered charity, the Town Foundation. The Huddersfield Street Kitchen, which provides food and essentials to homeless and Andy’s Man Club. A registered charity based in West Yorkshire that assist men who need help with mental health.
Proof that once any initial outrage has died down, everyone can be a winner from a well thought out disruptive marketing campaign.