Paddy Power's latest ambush marketing takes aim at the Olympics 9 years ago

Paddy Power's latest ambush marketing takes aim at the Olympics

Remember Nicklas Bendtner’s lucky pants? Well Paddy Power is at it again with a spot of imaginative advertising hitting billboards in London today.

The Irish bookie announces itself as official sponsor of the biggest athletics event to take place in London this year.

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That event is actually in a place called London in France, a town between Dijon and Lyon which will see 12 “athletes” compete for the inaugural Paddy Power egg-and-spoon race.

A Paddy Power spokesperson said, “It’s an honour to support the biggest athletics event in London this year. We’re looking forward to a competitive and fun event where our athletes can wear, eat and drink whatever they want!”

Here’s the billboard: