UK Volume 23 Superbrands UK Vol. 23 What started out as a betting firm has grown into one of the biggest and best-known football and entertainment brands in the world, serving up mischief since the very beginning – whether it’s taking bets on the next pope or prime minister to releasing a chart topping album of terrace chants for the World Cup Market Paddy Power is part of the UK & Ireland division of Flutter Entertainment plc, the world’s leading online sports betting and gaming company, which operates some of the most innovative, diverse and distinctive brands for more than 18 million customers worldwide. Product Paddy Power’s popularity is underpinned by an easy-to-use betting app, one of the most vibrant retail estates in the sector and a marketing operation that has been recognised as one of the best in the business. Whether it’s sport, politics or popular culture, Paddy Power has a market for it and its App is integrated with features that enable customers to engage in safe and sustainable play. Paddy Power’s oddball approach has seen the company grow exponentially from 30 shops to 500 in the UK and Ireland today. However, it’s not just the retail estate that’s grown. Alongside the startling growth of, poker, casino, live casino, bingo and games channels have also been launched. Achievements Paddy Power’s Social Media and Content team could be one of the most famous teams on the internet. From humble beginnings, they are now deemed by the industry to be a media house in their own right. Paddy Power has been the most talked about brand on social media in Ireland for the last six years in a row (Source: Sprout Social) as well as the most talked about brand on social media in the UK and Ireland during Euro 2021 (Source: Brandwatch). Furthermore, the brand now has a 72% share of all social engagement in its category (Source: Sprout Social). Recent Developments At the turn of the millennium, Paddy Power launched a new website which revitalised the brand, putting it in a strong position when smart phone usage increased exponentially. In May 2010, Paddy Power launched its iPhone App and for some time was the only bookmaker in the world in the Apple App Store. With the introduction of further apps for the iPad and Android phones, mobile betting has become the biggest growth area for the company and a substantial contributor to overall stakes. Paddy Power’s parent company, Flutter, has a strong track record of developing industry leading safer gambling initiatives across its key markets. It has also extended this leadership through the recent launch of its Play Well strategy, a core pillar of its global sustainability programme, the Positive Impact Plan. Paddy Power has been showcasing its commitment to safer gambling by spreading the word and devoting time and Paddy Power was the pioneer of novelty markets, early payouts, and justice refunds DID YOU KNOW?