Huddersfield kitastrophe revealed as Paddy Power publicity stunt

The "worst football kit in history" was in fact Paddy Power's greatest publicity stunt, with Huddersfield on Friday revealing their shirt for the 2019-20 season will not even carry the bookmaker's logo.

With the shirt set to be blank all season – as part of Paddy Power's 'Save Our Shirt' campaign backing a move back towards unbranded kits – the playful bookmaker's oversized sash design certainly did the job of getting value for their sponsorship.

Since the 'release' on Wednesday social media has been saturated with ridicule for the design, and when Huddersfield played a pre-season friendly in the shirt against Rochdale that evening many of those who thought it might be a stunt began to waver and worry. But on Friday the club revealed the "actual" kit.

The rapid influx of gambling-related sponsors in football has become a bone of contention in recent years – ten of the 20 in this season's Premier League will be sponsored by betting companies – and Paddy Power's managing director Victor Corcoran said: "Shirt sponsorship in football has gone too far. We accept that there is a role for sponsors around football, but the shirt should be sacred.

"So today we are calling on other sponsors to join the Save Our Shirt campaign, and give something back to the fans. As a sponsor, we know our place, and it’s not on your shirt."

Huddersfield Town’s commercial director Sean Jarvis brushed off the backlash the club has endured over the last two days and added: "We're happy to support Paddy Power’s 'Save Our Shirt' campaign with the launch of our actual 2019-20 home kit this morning.

"It has been a very interesting two days since the original launch on Wednesday, which we expected, but we’ve always had in mind that our supporters would understand, and really like the real kit when it was properly revealed today.

"We're really happy with this kit, which is unique in modern-day football. I'd like to thank Paddy Power, Umbro and everyone else involved in the kit for their hard work towards today."

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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