Paddy Power Gives us World Cup Foam-o

Jun. 15, 2026

Paddy Power and BBH London have unveiled a bold 'foam finger' special-build installation in Hackney, London. 

The Irish betting and entertainment company, whose home nation didn't actually make the World Cup, decided instead to turn its attention to one of the most iconic symbols of American sports fandom, and twist it against the hosts. 

The stunt follows the viral launch of its ‘Nobody Does Football Better Than US’ campaign for the World Cup, which launched on 29 May with a TV spot starring Rob Lowe and Danny Dyer. 

The larger-than-life installation was developed by BBH London and is as provocative as it is unmissable, bringing Paddy Power’s trademark mischief to the streets and delivering a playful reminder of who does the beautiful game best.

As tournament fever starts to build, the 41-ft tall special-build is supported by a wider OOH campaign running across standard sites, ensuring the message reaches football fans far beyond East London. 

Paul Mallon, Head of Sportsbook Marketing at Paddy Power said:

"It's one giant foamy, pointed and mischievous reminder to our World Cup hosts that Nobody Does Football Better Than US.”