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NEWS 5 September 2019

Huddersfield Town fined after Paddy Power logo breaks advertising rules

By Matthew Enderby

The Football Association (FA) has fined Huddersfield Town £50,000 ($61,658) for wearing a shirt during a pre-season friendly that broke advertising regulations.

The kit displayed Paddy Power’s name in a sash across the shirt and was worn in the Terriers' match away to Rochdale.

The club was first charged on 9 August and at the time, Sean Jarvis, Huddersfield’s Commercial Director, is reported to have said: "When we announced the kit, we knew the design would cause quite a negative stir and that was part of the campaign."

He added that, while the club expected some negative backlash when the kit was originally announced, it would end up being seen in a positive light by fans.

The FA’s rules on shirt sponsorship state logos can appear on shirts provided they meet rules on sizing.

They must not exceed an area of 250 square centimetres on the front and 100 square centimetres on the back of shirts, sleeves, shorts and socks.  

After making headlines across mainstream and trade media, the advertisement was revealed to be a spoof and removed from the front of Huddersfield’s shirt.  

Paddy Power agreed similar deals to ‘unsponsor’ the shirts of Newport County, Motherwell, Macclesfield Town and Southend United.

The sponsorship campaign was labelled "ludicrous and full of holes" by Kevin Dale, Director at analyst firm Gaming Monitor, in a Gambling Insider exclusive.

RELATED TAGS: Online | Industry | Sports Betting | Marketing | Legal & Regulatory
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