There's no such thing as bad publicity.

Paddy Power is teaming with the News UK corporation and KIA Motors on a sports app for smart phones and tablets. The sponsorship arrangement puts the Paddy Power name on a big selection of Premier League-branded content.

Under the terms of the three-year deal, Paddy Power will be the, betting sponsor, of the Sun+ Goals’ app, as well as, The Goals App for the Sunday Times and The Times. The app will include plenty of video highlights, soccer content from the papers and Paddy Power logos aplenty.

For Paddy Power, the high-end sports content connection is a pretty sweet deal that puts them in front in front of a huge number of sports fans. In a press release, Paddy Power Media Head, Tom Wyse said:

We’re delighted to be the exclusive bookmaker partner across News UK’s Premier League Rights. Football plays a huge part in both of our businesses and it’s refreshing to work with a partner who shares our brand values so closely.

There’s little question that affiliates can expect to see big-time operators producing a lot more branded content of this type to help get an edge in increasingly competitive markets.

What do you think of Paddy Power’s content deal with News UK? Share your thoughts in the comments section below.


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