Sponsorship highlight 5: Paddy Power’s most expensive ambush to date

PADDY POWER is a serial ambusher but its cheeky chappy image is wearing increasingly thin among some serious sponsorship professionals. First it branded Euro goal-scorer’s Nicklas Bendtner’s pants which earned him a six-figure fine from UEFA. Then the Irish betting site landed itself in court courtesy of LOCOG after it erected huge posters stating: “Official sponsor of the largest athletics event in London this year! There you go, we said it. (Ahem, London France that is).”