Paddy Power Gets Satirical with Brexit Bunker Promo

Paddy Power is offering shelter from any Brexit balderdash gamers may encounter ahead of March 28 with a new bunker-based promotion.

Eric Cantona Paddy Power

Eric Cantona is part of a new Paddy Power promotion dubbed the Brexit Bunker. (Image: Paddy Power/The Drum)

Capitalising on the current uncertainty over the UK’s withdrawal from the European Union (EU), the gaming operator has created a Brexit Bunker. Launched with the help of former footballer Eric Cantona, the promotion is described as a break from the “madness” of modern politics.

Hunker Down with Paddy Power

Customers seeking shelter have to give reasons why they deserve time inside the Brexit Bunker. By emailing or tagging Paddy Power in a social media post, all entries will be considered.

The “most deserving” one will win a two-night stay in the bunker aka Spitbank Fort (a sea fort hotel), travel, food and Paddy Power merchandise.

To accompany the promotion, the operator has created a typically satirical video feature Cantona (see above).

 “As uncertainty and debate rages, we’ve released a video of one of football’s greatest European imports, encouraging Britain to make an exit of their own – from Brexit. That’s because we’ve created a Brexit bunker, somewhere between the UK and France, to escape from the carnage,” reads the recent press release.

Paddy Power’s PR team is used to lampooning current events. Over the last few years, the operator has released a number of adverts that have pushed the boundaries.

In September 2017, it drew criticism after offering odds on retired footballer Ugo Ehiogu coming back from the dead. Just two months later, it took a shot at Irishman Conor McGregor by partnering with Floyd Mayweather ahead of the highly publicised boxing match.

Satire Sees Paddy Power Profits Surge

The same year, the Advertising Standards Authority (ASA) took action against Paddy Power for airing an advert that encouraged gambling in the workplace.

Despite walking a fine line many times before, the Irish operator is using Brexit to its advantage. In fact, it’s the company’s willingness to embrace controversy that’s helped cause a seven percent uptick in revenue recently.

Publishing its financial summary for 2018, Paddy Power said that group revenue improved to £1.9 billion thanks to a six percent surge in sports betting turnover. Alongside favourable sports betting results, gaming grew by 13 percent.

Between its positive financials and its latest campaign, Paddy Power is looking to build on its foundations in the UK and become a bigger force both in Europe and the emerging US market.

Share Now: