Paddy Power has incredibly high creative standards, with a seriously unserious legacy. Having successfully launched the sponsorship in 2022, our challenge was to grow the property – bringing more fans closer to the festival, entertaining them along the way and giving them the opportunity to experience the very best Paddy Power has to offer.
Comedy is in PP’s DNA, and this sponsorship provided us the opportunity to showcase this. Our strategy was to be ‘funny from its start’. From the launch of the festival through to the experience on site; every touchpoint not only enhanced the festival but was anchored in the Paddy Power Brand.
And the results showed that we have delivered on our ambition; growing the festival, showcasing our entertainment credentials and supporting the comedy industry in Ireland.
