CHANGE THE GAME FOR GOOD

In 2013, we launched our campaign to kick homophobia out of football, sending rainbow coloured bootlaces to all 5,000 professional players in Britain. The activity was a great success with over 50 clubs taking part. So in 2014, we had to go one better. We set out to change the game, by enlisting bigger stars, more brands and the general public. Over 70 clubs took part including 75% of Premier League sides. Over 40 brands showed their support, from McDonald's to Smirnoff, Adidas to O2. Over 400M Twitter impressions were generated and over 100k requests for laces were received. 67% of football fans were aware of the campaign and 65% felt better about Paddy Power, as a result. Cowabunga!