August 2017. The All-Ireland semi-finals fast approaching and the infamous curse of 1951 still intact. The ante for Mayo was well and truly upped for their playoff against GAA titans Kerry. It would take nothing short of a miracle, so our PaddyPower #mayo4sam campaign was a timely response both at home and abroad. First, asking for advice from the most famous cursed fanbase aside from our own – Cubs fans in Chicago. Then, at home, the perennially anticipated appearance of the Virgin Mary at Knock finally materialised, this time holding the Sam McGuire trophy. Between the two activations, the Holy Grail was reached, with an hour long feature on Joe Duffy’s Liveline discussing Paddy Power’s involvement in the #mayo4sam drought.
