[Omah]

Imogen’s pulling power pays off

http://www.thesun.co.uk/sol/homepage...-pays-off.html

PADDY POWER was toasting Welsh beauty Imogen Thomas yesterday — as it posted record results for the start of the year.

The bookie hired Man United star Ryan Giggs' ex for a photoshoot plugging a Champions League "Money-Back Special".

The promotion offered United punters cash back if they lost the final. Pictures of the curvy 28-year-old first appeared on the front page of your favourite newspaper.

And Paddy boss Patrick Kennedy yesterday said Imogen's campaign pulled in business from everywhere.

Half-year profits leapt 15 per cent to £50.1million. Mr Kennedy told Sun City: "We have fallen in love with Imogen.

"The Champions League final was the biggest Money-Back special we've had.

"We paid back £2.6million, but in terms of customer interest it blew us away.

"The campaign more than paid for itself."

Paddy Power has made its name through offering Money-Back bets to win business from rivals such as LADBROKES and WILLIAM HILL.

Mr Kennedy said the campaigns also helped keep its existing customers happy. He added: "When we are running offers like that, why would they go elsewhere?"

Paddy's football success helped make up for a "right bashing" at the Cheltenham Festival.

The bookie has 151 shops in the UK and expects to open 35 this year.

But Mr Kennedy said its biggest growth was coming online. The internet accounted for 81 per cent of its profits in the first half.

And Mr Kennedy said Paddy had a 30 per cent share in the UK of all bets made on mobile phones or iPads.

He said: "You'd have to add Hills and Ladbrokes together and then see some growth for them to match us on that."

Gavin Kelleher, analyst at GOODBODY, said: "The results further highlight Paddy Power's superior online performance relative to its competitors."

Do bookies ever lose ?

[Iceman]

nah they might have a few bad days a year but its very little compared to overall earnings.