uk.superbrands.com Superbrands UK Vol. 24 Market Paddy Power is part of Flutter Entertainment plc, the world’s leading online sports betting and gaming company. It operates some of the most innovative, diverse and distinctive brands with more than 18 million customers worldwide. Achievements In the last two years, Paddy Power has launched initiatives and campaigns that have had a lasting impact. From record-breaking charity donations and life-saving campaigns to cutting-edge retail shop concepts, Paddy Power continues to push boundaries. Paddy Power’s social media and content team continues to be dominant on the internet – from humble beginnings it has been the most talked-about brand on social media in Ireland for 10 consecutive years. Paddy Power was also the most engaged-with brand in the UK and Ireland for Euro 2024 (Source: BBH Global, 2024). Timely social content and star-studded TV campaigns have also boosted consumer affection for the brand. History Founded in 1988, thanks to the merger of three Irish bookmakers, Paddy Power had the ambition to do things a little differently. After launching its first website in 2000, Paddy Power Games & Casino was launched in 2003. Another landmark was reached in 2010, when Paddy Power was listed on the London Stock Exchange. In the same year, it acquired Sportsbet and launched an iPhone app. For some time, it was the only bookmaker in the world in the Apple App Store. Paddy Power merged with Betfair in 2016, becoming Paddy Power Betfair. Two years later, FanDuel was acquired. Following this, Adjarabet was purchased in 2019 and Paddy Power Betfair was rebranded as Flutter Entertainment. In 2020, Flutter acquired The Stars Group, bringing PokerStars, Full Tilt Poker, BetStars and Fox Bet brands to the Group. Christmas 2023 saw Paddy Power’s first sponsorship of the World Darts Championship. The brand pledged to donate £1,000 to its partner, Prostate Cancer UK, for every 180 thrown throughout the tournament. Not only did this raise awareness of the disease but the brand donated £1m to the charity. In 2024, Paddy Power continued its sponsorship of the World Darts Championship and again donated £1m to Prostate Cancer UK. Product Paddy Power’s success lies in a simple formula: an easy-to-use betting app, a cutting-edge retail experience and marketing ingenuity that has been recognised time and time again. Whether it’s sport, politics or popular culture, Paddy Power has a market for it, backed by responsible gambling tools that ensure safe and sustainable play. Paddy Power’s unique approach has seen the company grow exponentially, from 30 shops to more than 560 across the UK and Ireland. Beyond this, paddypower.com has carved out a digital empire that also encompasses poker, casino, live casino, bingo and games channels. Recent Developments For 37 years, Paddy Power has continuously led the way in the industry, utilising market leading technology. At one stage, it was the only bookmaker in the world in the Apple App Store. Since then, mobile betting has become the biggest growth area for the company and a substantial contributor to overall stakes. Flutter has a strong track record of developing industry leading safer gambling initiatives across its key markets and extended this leadership through the recent launch of its Play Well strategy.
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