Kitastrophe: Paddy Power-branded Huddersfield kit provokes social media ridicule

There is little doubt who Huddersfield Town's new kit sponsor is for the forthcoming season, with bookmaker Paddy Power being accused on social media of creating both the worst ever football kit and their greatest ever publicity stunt.

The kit drew an incredible response and widespread ridicule, with many likening the diagonal Paddy Power sash to the ones sported by members of hen dos or beauty pageants.

However, it is worth remembering the firm's sense of humour, which often courts controversy. Along with the ridicule, there were plenty of suggestions that the new kit was no more than a PR stunt as it would breach FA rules on advertising.

Paddy Power said: "We're delighted to work with Huddersfield Town on this bold new kit design.

"As a brand which embraces doing things differently, we didn't want to get into shirt sponsorship just to do the same as everyone else. We feel the diagonal design will be the most distinctive sponsor logo in the Football League – appropriate for the most distinctive sponsor there is.

"We're sure Huddersfield fans will be delighted with this season's kit."

Stunt men: Paddy Power's PR pranks

Paddy Power have a history of Cheltenham Festival gimmicks, including erecting a Hollywood-like structure spelling out their name on Cleeve Hill overlooking the racecourse in 2010. The sign had to be hurriedly taken down as planning permission had not been sought.

Seven years ago the firm added a jockey to the historic Uffington white horse in Oxfordshire.

Hunt Ball had his hind quarters emblazoned with the firm's name when running at the meeting in 2013, although the original plan had been for the horse to be painted green for his race. The same year a pair of flying Paddy Power pants were unveiled at the meeting, designed to offer customers 'the best seat in the house'.

Ken Robertson helped build Paddy Power's reputation for publicity stuntsCredit: Peter Mooney

As well as larger-scale jokes, Paddy Power's adverts often tread a fine line between humour and bad taste. An advert 17 years ago appeared involving two pensioners with Zimmer frames on a zebra crossing. Alongside them were odds and a 4x4 vehicle approaching.

There was a public outcry with most believing the odds were about which of them would be run over, but Paddy Power claimed the odds referred to who would be first to reach the other side.

More recently, it was reported Manchester United boss Ole Gunnar Solskjaer reacted angrily to not having been asked for permission for his image to be used in an advert promoting betting while also mocking the Brexit situation.

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