A BETTING firm’s football-themed advert filmed in the Bradford district has been released ahead of the start of the new Premier League season.
Paddy Power has based its new 60-second advert on the subject of sportswashing – a term used to describe when individuals, groups, corporations, or governments use sports ownership, or sponsorship, to improve their reputations.
Newcastle fans. Look away now.
— Paddy Power (@paddypower) August 10, 2023
A sheikh-y little number to get the season started.
🔞18+ BeGambleAware pic.twitter.com/hXjwNtwV4o
Almost 200 football fans could be seen on the streets of Saltaire as filming for the new Paddy Power advert got underway.
It was first broadcast in 30 and 60-second versions across social media and radio today (August 10) on the eve of the new top-flight football season kicking off.
William Henry Street and Higher School Street were the locations used for the shoot in Saltaire.
Meanwhile, The George, on Leeds Road, Idle, was used for the advert’s in-pub scenes, which featured an appearance from former England and Liverpool striker Peter Crouch on a big screen. Filming took place over three days last month.
The commercial was inspired by a study of 2,000 British football fans, commissioned by Paddy Power, which revealed that while 64 per cent of football fans might moan about a state-backed takeover, ultimately, 84 per cent would not give up supporting their football team if a nation-state romanced their club.
The TV advert focuses on the reaction of supporters from the fictitious Hardlypool FC as an angry fan talks about the latest state-backed takeover bid reported by Crouch on a TV in their local pub.
“They can keep their oily money. Our club’s got something money can’t buy. History. Legacy. Community," the fan says in the advert.
But his speech is suddenly interrupted when a fellow fan bursts through the pub’s doors to announce: “We’ve been bought by an oil baron. We’re rich.”
The disgusted fan then has a change of heart, bursting into a version of Ginger Rogers’ song ‘We’re in the Money’.
Leading a group of fellow ‘Pigeons’ fans in song and dance on the streets, the group emerges from the ‘Golden Goose’ pub as the celebrations spill onto the street, with scenes filmed on William Henry Street in the Saltaire World Heritage Site.
The group chant as they make their way towards their club grounds, singing "gone are my ethics and gone are my fears, we’ve been mid-table for too many years”.
In unison, they chant: “Loadsa money, oily money, transfer money, we’ve got a loaded oil sheikh to bring us on”.
The final scene of the advert shows fans going to the stadium’s ticket office.
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