Paddy Power runs tactical Mourinho ad in Evening Standard

The surprise news at 10am on Tuesday that Jose Mourinho had been sacked by Manchester United prompted some quick thinking from the Evening Standard and their football partners Paddy Power-Betfair.

Paddy Power runs tactical Mourinho ad in Evening Standard

Reacting with speed and humour, the Standard’s editorial coverage of the sacking which was carried on the front and back pages on Tuesday was complemented by a cheeky tactical advert from Paddy Power heralding the self-styled Special One Mourinho as ‘Special Gone’ and installing Zinedine Zidane as the favourite to be the next United boss.

It is another example, says ESI Media, of the nimbleness of the editorial team at the Standard who work closely with the commercial floor at ESI Media to help produce reactive campaigns that cut-through for clients.

Earlier this year, the Standard ran a campaign with Kronenbourg across print and digital with each advert reflecting the news of the day in a contextual environment with all the adverts produced on the day of publication.

ESI head of sponsorship Steve Cording said: “We are constantly striving to find ways to both inform and entertain our audience in as many new ways as possible. Being able to react to stories, in particular sport which is so fast-paced, is a real USP when we are talking to brands about partnerships. If you want the news of the day first in London, then it is going to be in the Evening Standard.”

Paddy Power-Betfair have sponsored the Evening Standard’s football coverage for the past three seasons in a deal brokered by Mediacom.