Paddy Power is once again proving that it is not afraid of flirting with controversy after it unveiled its promotion for the largest athletics event in London, France this summer.
The contentious bookmaker has posted a series of billboards advertising its sponsorship of an egg and spoon race in the French city nearby Dijon and Lyon.
With the London 2012 Olympic Games starting at the end of this week, Paddy Power is running close to the bone.
Official sponsorship of the Olympics has proved a headline issue for organisers, with close policing of any promotional associations with the Games by organisations other than the sponsors themselves.
Inadvertent association with the London 2012 copyrighted words, images and logos has already landed businesses in hot water, so it's little surprise Paddy Power's carefully orchestrated advert is attracting so much attention.
Unsurprisingly, the French race itself pales in comparison to London 2012, involving 12 athletes running 200 metres during the challenge.
A spokesperson for Paddy Power said: "It's an honour to support the biggest athletics event in London this year.
"We're looking forward to a competitive and fun event where our athletes can wear, eat and drink whatever they want!"
Paddy Power made headlines earlier this month after the brand name appeared during the weigh-in prior to the heavyweight boxing match between Dereck Chisora and David Haye.
The famous Paddy Power green and white boxer shorts were worn by Chisora as he climbed onto the scales.
A similar pair of pants were flashed by Denmark striker Nicklas Bendtner after he scored a goal against Portugal in the Euro 2012 football championships. This stunt landed the former Arsenal player with a fine from football governing body Fifa.
Fortunately for Bendtner, Paddy Power offered to pay the £80,000 fine on his behalf, although he was still left with a one match ban for the stunt.