Scottish Premiership side Motherwell, has followed English Championship club Huddersfield Town in becoming a partner of Paddy Power under the bookmaker’s high-profile ‘Save Our Shirt’ campaign.
The Huddersfield deal hit the headlines after the initial kit launch, which featured a larger-than-allowed Paddy Power logo on the home shirt, was later revealed to be a hoax in an attempt to raise awareness about the prevalence of betting company branding on kits.
Instead, Paddy Power is “unsponsoring” Huddersfield for the 2019-20 season by relinquishing the front-of-shirt space that it would have been entitled to as part of its commercial partnership.
The same approach will also be taken with Motherwell, which will have playing shirts free of branding for the upcoming campaign.
The innovative ‘Save Our Shirt’ campaign has been created by Paddy Power alongside Octagon and VCCP.
“We’re delighted that The Well are joining in the fun for the upcoming campaign and we’ve been impressed with their ability to keep their involvement top secret, despite all the noise of the past week,” Paddy Power stated.
“We’ve been planning this with them for months and it feels great to finally unveil their involvement and their beautiful home and away kits for next season.”
Motherwell Chairman Jim McMahon said that the deal represents the most lucrative shirt sponsorship in the club's history – even with no branding on the kits – and marks “the chance to team up with a renowned brand”.
He added: “Paddy Power are forward-thinking and innovative, and it is a mark of how our fan-owned club is perceived in the world that we were able to attract such a high-calibre partner.”