Paddy Power has joined the growing number of brands aiming to build anticipation for the English Premier League kick-off, with the launch of a new football-focused campaign that celebrates the sheer unadulterated absurdity of British footie fandom.
“Why The Football Not?” has been created by BBH London and focuses on the weird and wonderful experiences and behaviours that make the game great.
It is spearheaded by a film starring Paddy Power first-team regular Danny Dyer, alongside co-star and former England striker Peter Crouch both answering and asking a series of questions, to which there can only ever be one real answer.
When asked by a naysayer in the pub, “why do you even care?” about football, Danny gets thinking…
What follows is a whirlwind tour through some of the beautiful game’s most baffling behaviours, as he contemplates the “why”. From over-the-top matchday fancy dress to ick-inducing bedrooms obsessively decorated in club colours and a new father proudly celebrating the birth of his baby daughter, Jurgen. In a typical cameo, “Crouchy” asks a suspicious onlooker why he’s filming another team’s training session, in a cheeky nod to a former club’s Spygate scandal.
The only real answer to the clueless bystander’s question? “Why The Football Not?”
Packed with viral memes, football in-jokes and Easter eggs for eagle-eyed fans, the campaign is designed to get fans fired up for the new 2026/27 season, which opens this Friday, August 21.
The film was shot at Brentford FC stadium and directed by Max Barden via Anonymous who also directed the World Cup spot for Paddy Power starring Rob Lowe alongside Dyer. The campaign will run across the UK and Republic of Ireland for at least the next nine months. Media is being handled by EssenceMediacom.
Paddy Power marketing director Leah Spears said: “From Spygate to Danny Murphy’s cat Bob being a breakout star of the World Cup, we live and breathe football at Paddy Power. So, after the longest season ever, the biggest World Cup of all-time and another England heartbreak, some people might wonder why we’re going again. English football is the greatest game on Earth, so we say, why the football not?”
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