The betting brand's latest platform humorously explores the absurdities of football culture ahead of the new season
Category: Business
Paddy Power has unveiled a new football-focused brand platform titled "Why The Football Not?" to kick off the anticipation for the 2026/27 football season, which begins on August 21, 2026. Created by BBH London, the campaign aims to celebrate the eccentricities and absurdities of British football fandom, engaging audiences with humor and nostalgia.
The campaign features a hero film starring well-known personalities Danny Dyer and former England striker Peter Crouch, who explore the irrational behaviors that define football fandom. The film opens with Dyer watching a tense match in a crowded pub, where the excitement builds, only for the moment to fizzle out, prompting an onlooker to question, "Why do you even care?" This question sets off a comedic exploration of various bizarre yet relatable aspects of football culture.
Throughout the film, Dyer interacts with fans engaging in outlandish behaviors, such as a supporter dressed in a homemade seagull costume and another who has named his daughter Jurgen. These humorous scenarios highlight the often irrational but passionate devotion fans have for their teams. Dyer remarked on the absurdity of football fandom, saying, "Football’s a funny old game, and us fans can be a strange bunch. One minute you’re absolutely losing your head, saying you’re done with it, the next you’re hugging your mates and kissing some random bald geezer right on his dome. It doesn’t make any sense, but that’s why we love it."
Peter Crouch also contributes to the comedic narrative, referencing the infamous Spygate scandal when he catches a fan filming a training session from behind a tree. He shared his perspective on the campaign, stating, "Football fans are great because we’re all a little bit ridiculous, in the best possible way. That’s usually where the magic comes from and leads to all those silly moments on and off the pitch. You don’t really need a good reason to care; you just love it anyway."
The campaign is packed with viral memes, football in-jokes, and Easter eggs for eagle-eyed fans, aiming to rekindle excitement for the upcoming season after what Paddy Power described as "the longest season ever" and "the biggest World Cup of all time." Leah Spears, Marketing Director at Paddy Power, expressed her enthusiasm for the sport, saying, "Some people might wonder why we’re going again, but we live and breathe football at Paddy Power. English football is the greatest game on Earth, so we say, why the football not?"
Paddy Power has a history of using humor and satire in its advertising campaigns, often pushing boundaries to engage football fans. This latest initiative comes on the heels of a summer campaign during the World Cup that faced scrutiny from the Advertising Standards Authority (ASA). An ad that suggested Japanese football fans were tidier than their English counterparts was deemed to rely on a negative portrayal of nationality, leading to complaints about racism.
The ASA upheld 18 complaints against the ad, which featured a fallen England flag and read, "Let’s go Japan. Polite. Organised. Clean up after themselves. The exact opposite of England." The ad was criticized for being derogatory and not aligning with the lighthearted spirit that Paddy Power intended. The ASA noted that the ad contrasted English supporters unfavorably with another nationality and went beyond lighthearted humor.
In response to the backlash, Paddy Power defended the ad as part of a broader campaign that humorously referenced different football cultures. The company emphasized that humor is central to its brand identity and pointed to other campaign elements that playfully highlighted sporting rivalries. This incident highlights the delicate balance brands must maintain when using humor in advertising, particularly when addressing national identities.
The "Why The Football Not?" campaign is set to run across various media platforms, including television, out-of-home advertising, and social media, starting from August 21, 2026. The aim is to keep fans engaged and excited as the new football season approaches. With the campaign's humorous take on football fandom, Paddy Power hopes to resonate with audiences and spark conversations about the quirks of being a football fan.
In addition to the new campaign, Paddy Power will continue to explore innovative ways to connect with its audience throughout the season. With a history of engaging content and memorable advertisements, the betting brand is positioned to make a lasting impact in the football community. As the countdown to the new season begins, fans can expect more entertaining and thought-provoking content that reflects the passion and absurdity that football inspires.
The campaign’s humor and relatable content are expected to resonate well with fans, who appreciate the lighthearted approach to the sport they love. As the 2026/27 football season kicks off, Paddy Power aims to reaffirm its status as a key player in the betting industry, ensuring that the question, "Why the football not?" becomes a rallying cry for fans eager to embrace the beautiful game once again.