Cheeky Irish bookmaker Paddy Power has for once been thwarted in its latest branding stunt, after Cardiff Council forced it to demolish a Hollywood Hills style billboard opposite Celtic Manor, the home of the Ryder Cup.
The billboard, which strangely enough hadn’t got the required planning permisson, was promoting a free £100 bet to people who signed up with the firm on the eve of the tournament.
No doubt Paddy Power thought it would get away with the installation, following its successful erection of a similar sign at the Cheltenham Festival in March, where it was warmly welcomed by the locals.
But Cardiff Council has taken a rather less sporting attitude than the horseracing fraternity and given the sign the thumbs down. Yet on reflection, given the weather which has washed out the first morning, the bookie probably won’t be too disappointed.