Boris Johnson's Euro 2024 advert pulled down after Paddy Power staff protest

Paddy Power has faced backlash from its employees over its use of Boris Johnson. Photo: Andrew Parsons

Paddy Power has pulled out of Euro 2024. advertising campaign featuring Boris Johnson following an apparent backlash from company staff towards the former prime minister.

The leading Brexit campaigner in 2016 was reportedly expected to pull on his England number 10 jersey and declare: “I said to you, I would take us back to Europe.”

However, according to the New York Times, after Johnson was hired and the script was signed, the Dublin company Paddy Power faced a revolt by its employees in the UK. Telegraph Sport has contacted Johnson's representative and the bookmaker.

Two people familiar with the campaign told the NYT that Johnson was given a script for the ad. However, the prospect of Johnson teaming up with the firm prompted UK staff to reportedly warn that «they are uncomfortable promoting a controversial figure like Mr Johnson, and particularly with language ridiculing Brexit.»

«We have been discussing a number of opportunities with Boris Johnson's team, one of which was the idea of ​​a cameo in a TV advert,» said Paddy Power's parent company, US-headquartered Flutter Entertainment.

< p>The company has confirmed that the role Johnson's Euro 2024 campaign will not be broadcast on air, although the parent company said «we still look forward to working together in the near future.»

The Sun on Sunday detailed for the first time how Johnson will be to spearhead Paddy Power's Euro 2024 campaign earlier this month. It was to be just the latest in a long line of high-profile advertising stunts from Paddy Power, which previously drew criticism for a blind footballer kicking a cat.

It released a commercial in 2020. an apology for using “derogatory and offensive” language after a video was posted on social media in which a football fan made homophobic comments.

While in government, the then Conservative leader repeatedly raised concerns about the gambling industry, with the UK Government is working to tighten new legislation to combat betting addiction.