British sports promoter Eddie Hearn and Rivals star Danny Dyer front Paddy Power's Christmas 2024 campaign, A Shirt's Not Just for Christmas, It's For Life, which sees Dyer play the role of a dad who gifts his son, played by Hearn, a football shirt for Christmas.

Dyer, sporting prosthetics to age him for the ad, commented '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'.