WATCH: Danny Dyer and Eddie Hearn star in new Paddy Power Christmas ad

The festive ad, 'A Shirt’s Not Just For Christmas, It’s For Life,' features Danny Dyer as a father gifting his son, Andy, a ‘Hardlypool United’ shirt on Christmas morning, alongside Eddie Hearn as the club’s new flamboyant owner.

We see Andy endure heart-aching defeats, a big-money takeover, a title cruelly snatched away mid-parade, as well as decades of dodgy haircuts. But that doesn't stop him from passing the tradition on to his own son, as Dyer, now a grandad, watches on.

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And Dyer, a West Ham supporter through and through, is no stranger to the emotional rollercoaster that comes with being a football fan.

He said: “There was only ever one team for me, and it certainly wasn’t Millwall! West Ham were my first true love – ever since I got given that shirt as a kid I’ve been hooked.

"There’s no better feeling than getting that shirt on. You wear that shirt with pride every time you put it on. You back them through it all. The good and the bad.”

The bookmakers also conducted some research alongside their festive debut. They found that 56% of fans were gifted their first football shirt from a family member, with 40% coming from their dads.

And the ad, created by BBH London, even struck a cord with Paddy Power himself, the son of founder David Power, who works as a marketing spokesman for the bookies.

He said: "Like so many fans, I got my first football shirt from my dad, and it set me up for a lifetime of passion, loyalty, and a bit of heartbreak - which is a bit of a clue to who I support!

"But let’s be honest, we all need a laugh at Christmas – and that’s what this is all about. A shirt’s not just for Christmas; it’s for life.”

They also found that 73% of those who watch Christmas adverts think they've become too serious. Cue, Paddy Power...

"This campaign is more than just an ad – it’s a love letter to football," said Michelle Spillane, Paddy Power’s managing director of marketing. "We’ve always celebrated the quirks, passion, and laughs that make football great.

"For our first Christmas ad, we wanted something bold, funny, and packed with heart – a true reflection of the beautiful game.”

Lawrence Bushell, associate creative director, BBH London, added: "People often get 'gifted' their first footy shirt for Christmas, but it can also be a lifelong curse. Just ask Spurs supporters.

"We hope this ad serves as a warning to all footy fans this festive season. After all, a shirt's for life."

Watch the advert by clicking the link below.