Want to create an interactive transcript for this episode?
Podcast: Sport for Business
Episode: Paul Mallon Returns To Paddy Power
Description: Let us know what’s on your mindA creative heavyweight returns to Paddy Power as we examine how a provocative brand voice can evolve under tighter rules and higher expectations. We reflect on past culture-led stunts, agency lessons, and the path to responsible, high-impact sponsorships in 2026.• Paul Mallon’s return and why it matters• Signature campaigns that built brand distinctiveness• From provocation to participation through responsibility• Agency-side lessons applied to a tougher market• Aligning with rights holders on values and voice• League of Ireland fixtures and Dalymount milestones• Event details to k...