Paddy Power Drops Brexit-Themed Euro 2024 Ad Starring Boris Johnson After Staff Backlash

Then-Prime Minister Boris Johnson during the UEFA Euro 2020 Final at Wembley Stadium, London. Sunday July 11, 2021. (Mike Egerton/PA Wire. URN:60883981 (Press Association via AP Images))

Betting firm Paddy Power has scrapped its Euro 2024 advertising campaign featuring former Prime Minister Boris Johnson after backlash from its staff.

Johnson, who led the 2016 Brexit campaign, was set to wear an England jersey and proclaim: “I told you I would get us back in Europe.”

The Irish gambling company faced strong objections from its UK staff over the plan. Employees expressed discomfort with promoting Johnson, especially with a message that mocked Brexit. Despite the script being ready and Johnson’s involvement confirmed, the internal revolt reportedly led to the campaign’s cancellation, according to the New York Times.

A spokesman for Paddy Power’s parent company, Flutter Entertainment, acknowledged discussions with Johnson’s team about various opportunities, including the controversial TV advert: “We remain hopeful of working together in the near future.”

This development follows Paddy Power’s history of provocative advertising. The firm previously faced backlash and apologised in 2020 for sharing a video with homophobic comments.

The campaign’s initial reveal in The Sun on Sunday this month highlighted Johnson’s involvement. During his tenure, Johnson often voiced concerns about the gambling industry, as the UK Government worked on tougher regulations to combat betting addiction.