Episode 7

Behind the Awards | Successful and Effective Partnerships with Paddy Power

Published on: 8th October, 2026

With the dust having settled on The Marketing Society Awards 2026, in this podcast Simon Jameson, Managing Director at MLP Agency and one of this year’s judges, is joined by Paul Mallon, Head of Sportsbook Marketing at Paddy Power, to discuss the campaign that won the award for Successful and Effective Partnerships.

In this discussion, Paul talks us through how Paddy Power joined forces with Sky Sports, Prostate Cancer UK and the PDC to turn the World Darts Championship into a platform for purpose. Discover how an idea hatched around a kitchen table, giving away £1,000 for every 180 thrown at Ally Pally, grew into “The Big 180” and has now raised more than £3 million for Prostate Cancer UK’s Transform programme, why committing to the long term rather than a one-year deal made all the difference, and how humour became the most effective way to land a serious message with millions of men.

Hear about the creative risks that paid off, including the Piers Morgan content that helped prompt life-saving risk checks, how Sky Sports amplified the partnership from broadcast talent right down to its pub network, and Paul’s three lessons for building partnerships that create value for every party involved.

Members can see the case study here: https://marketingsociety.com/case-studies/marketing-society-global-awards-2026-successful-effective-partnerships

Find out more about The Marketing Society Awards here: https://marketingsociety.com/Global-41st-Awards

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About the Podcast

The Marketing Society Podcast
The Marketing Society is for marketers who mean business. We are the global community that expands perspectives on what we can achieve together.
The Marketing Society unites and uplifts marketing leaders to accelerate business growth. Since 1959, we have grown into an influential community of more than 3000+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Attend our global programme of events, access the latest thinking online, including over ten years of best practice award-winning case studies. Have your work recognised as part of The Marketing Society Global Awards, GCC Awards and Star Awards competing against the best of the best. Progress your career via professional development like our Marketing Leaders Programme, and get discounted tickets to industry events.

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