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A 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 kickstart 2026 with research and speakers

Tickets for our Keynote Sporting Year Ahead event in partnership with Teneo are on sale now at sportforbusiness.com

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We publish a daily news bulletin and host regular live events on a wide range of sporting subjects.

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Our upcoming live events on Women in Sport and the Sporting Year Ahead, as well as plenty more, are live on the Sport for Business website, and we'd love to have you join us.