Paddy Power Debuts First Christmas Ad with Danny Dyer and Eddie Hearn

The ad, brimming with nostalgia and cheeky references, perfectly captures the highs and lows of the beautiful game.

The narrative begins with Danny Dyer, playing a father, gifting his young son a football shirt on Christmas morning, accompanied by the poignant line, “Enjoy the gift of a football team...for life.” The boy is thrilled, but as the story unfolds, we witness the struggles he faces supporting his ‘United’ team. From lackluster performances to dashed hopes, the journey is one any football fan can relate to.

Enter Eddie Hearn as the charismatic, rich owner of the club, promising to bring glory days back to United. While the initial takeover fills fans with hope, a humorous twist reflects the realities of modern football. The team finally wins the league, only for Financial Fair Play (FFP) regulations to strip them of the title during the celebrations. In frustration, the son tosses his cherished football shirt to the ground.

The ad comes full circle as we see the boy, now grown, passing the same ritual onto his child. Sitting beside Dyer, he gifts his son a United shirt, echoing his father’s words: “Enjoy the gift of a football team...for life.” The moment is met with a comical reaction from the boy’s mother, who promptly throws the shirt in the bin. The ad closes with the tagline: “A shirt’s not just for Christmas. It’s for life.”

Paddy Power’s playful touch doesn’t stop with the narrative. It’s peppered with nods to football in 2024, including commentary on rich owners and Financial Fair Play, adding layers of humor and authenticity for football enthusiasts. Senior Marketing Manager Dan Oates explained, “We wanted Paddy Power’s first Christmas ad to truly resonate with football fans while entertaining the nation. Being a football fan is full of ups and downs, and we wanted to showcase this while packing in as many nostalgic references and typical ‘Paddy Power’ moments of joy as possible.”

The ad adds another feather to Paddy Power’s cap, following its Retail Operator of the Year win at the Global Gaming Awards EMEA 2024. Known for its bold marketing, the brand continues to impress, having featured Dyer in Euro 2024 ads and Cristiano Ronaldo playing for an amateur Sunday League team earlier this year. This latest campaign cements Paddy Power’s reputation for blending humor with sharp insights into the world of sports.