Sunday June 15,2014 : PELEPOWER MAKES LEGAL WAVES FOR IRISH BOOKIE
More guerilla marketing from Paddy Power's mischief marketers.
Exploiting the interest around football generated by the current World Cup in Brazil, the mischief marketers at the online and land bookmaker Paddy Power again grabbed media coverage this week by changing the signage on a small percentage of the company’s betting shops in the UK and Ireland to reflect an association with one of the legends of the game, Brazilian hero Pele.
Probably as intended, the signage "PelePower" immediately triggered a litigative reaction from the former soccer star, whose legal representatives warned the bookie firm to cease and desist…and take the sign down or suffer the consequences of an image rights action.
Mission accomplished, thanks to all the coverage the issue achieved, Paddy Power backed off and took the signs down.