The Paddy Power marketing division has decided to break with its traditional marketing campaigns, after announcing that it has become the new official shirt shirt sponsor of Huddersfield Town FC for the upcoming 2019/20 Championship football season.

The partnership appears to mark a shift away from the operator’s headline-grabbing stunts that typically dominate its marketing strategy, which have previously included roping in Eric Cantona to offer Brits a customised ‘Brexit Bunker’.

The operator has since confirmed that it has secured ‘the most lucrative sponsorship deal outside of the Premier League’, which will also allow the bookmaker to boost its brand exposure among the English footballing community.

Huddersfield Town Commercial Director, Sean Jarvis, commented: “The front-of-shirt sponsorship is very important to the Club and it was vital that we stayed patient to get the right commercial deal. We did that and it’s paid huge dividends through this new relationship with one of the most modern-thinking, pro-active businesses in Paddy Power.”

The new sponsorship deal marks a significant U-turn for Paddy Power with regards to football marketing, as the bookmaker has previously stated that English football sponsorship holds ‘little value’ with regard to long-term investments.

Paddy Power’s Brand Marketing Director, Michelle Spillane, celebrated the new agreement: “We are excited to announce that we are Huddersfield Town’s shirt sponsor this season. They’re a club which, first and foremost, value their fans and know what it means to be a football supporter. We’re confident this deal will bring some bite and bark to The Terriers’ upcoming season.”

Having suffered relegation to the Championship last campaign, Huddersfield has now taken a step in the right direction to resecure a place in the Premier League by signing with the Irish bookmakers.