Paddy Power have become famous for their early payouts and cheeky novelty bets but is there any more to the Irish Bookmaker?

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Leaving aside their very clever personification of Paddy Power in the PR man of the same name, the Emerald Isle based firm have become one of the most visible in the UK. In a way they have took over the mantle of Fred Done, Chairman of Betfred, who was the first bookie to payout early on Manchester United winning the title, and taken it to a new level.

Their money back specials are probably second to none at the moment and they are very good a paying out on losing bets. That is to say that if they feel an injustice has been done then they will refund bets before the other firms have even drawn breath.

Novelty markets is a big part of Paddy’s PR drive and a way to infiltrate the common marketplace. Offing odds on things like ‘Who will die next in Coronation Street?’ means the company can appear on media outlets outside the usual stamping grounds for betting firms and in turn reach new audiences.

Their approach is also totally unique. Paddy’s website is full of cheeky copy taking the mick out of certain events or just making a satirical look at the world of punting. It makes for a highly entertaining read and is refreshing from firms just writing things to get you to bet – you feel that the Irish lot have made more of an effort to get your custom.