Head of PR, Paddy Power
Lee Price is Head of PR at Paddy Power. Although this job was technically a promotion (in early 2017), he prefers his previous title of ‘PR & Mischief Champion’.
The highlight of Lee’s time with PP was bringing in, managing and delivering the ‘Save Our Shirt’ campaign – you know, the one they launched with the fake Huddersfield Town kit?
That call to ‘unsponsor’ football shirts – including by bookmakers – was industry-leading, change-inspiring, and sleep-depriving. Through it, Paddy Power partnered with five clubs.
He also delivered Paddy Power’s major 2018 World Cup campaign – ‘Rainbow Russians’– donating money to LGBT+ causes for every Russian goal, shining a light on the hosts’ gay rights record.
This won UK Campaign of the Year at the 2019 BT Sport Industry Awards, despite strong competition from Nike, The FA, and the ICC. Lee has the trophy at home, where his daughter uses it as a mirror.