Listed bookmaker Paddy Power scored a marketing coup from Manchester United's shock nil-nil draw against non-league side Burton Albion in the third round of the English Football Association (FA) Cup on Sunday.
Last week the bookmaker agreed to become Burton Albion's shirt sponsor for a figure believed to be in the region of €30,000 after the non-league team was drawn to play against Man Utd in the tournament.
The semi-professional side's players had the Paddy Power logo on their shirt fronts when they caused one of the tournament's biggest upsets on Sunday.
And they will wear it again when they go to Old Trafford for the replay, which will attract a strong television audience as a result of Sunday's outcome.
According to the bookie's operations director, Paddy Power, the company built in some extra promotions into the deal.
It gave the players a £50 sterling (€73) bet at 20,000 to one that Burton will actually win the cup. In the unlikely event that it does, Paddy Power would have a €16 million liability.
On Sunday, it gave Burton goalkeeper, former Republic of Ireland under-21 player, Saul Deeney, a £100 bet at 25 to one that he would not let in a goal during the game. Mr Deeney kept a clean sheet and won £2,500.
