So how do they operate...vig and goodwill?
Paddy Power is a really well-run business; when I lived in the Republic, I'd do my gambling with their establishments.
Domestically, they do limited advertising and do pretty well-- but the genius of the operation is how they handle international betting. You see, they don't spend a cent outside of the island on advertising-- but they do things like this, that generate free media publicity and act as effective advertising-- so they save what would be a big outlay by being outlandish. Keep in mind that the losses they're incurring on this are going to be offset by the ongoing Euro soccer competition, and they're going to come out well ahead for their troubles.