Bookmaker Paddy Power’s new boss Andy McCue has pledged to retain the bookie’s “edginess”, after it waded into the Chelsea racism row at the weekend.
The firm had already courted controversy with its “Oscar Time” marketing on the Oscar Pistorius murder trial last year and was at it again on Sunday - inviting Chelsea fans to “prove you’re not prejudiced” by posing in front of a Paddy Power banner at the Capital One cup final.
“The edginess of the brand will not be changing, absolutely not,” says McCue.
The new boss also delivered good news to the bookie's shareholders, handing them a €392 million (£285.4 million) payout, after its profits rose 21% to hit a record €167 million/
The special €8 a share cash return to investors was funded through Paddy's strong cash generation as well as its first ever dip into the debt markets.
Shares in the Irish firm shot up 6.38p or almost 10% to 72.98p in early trading.
