In its latest tongue-in-cheek marketing stunt, Irish betting giant Paddy Power has wrapped one of its shops in bubble wrap ahead of the Republic of Ireland's international soccer friendly with England on Sunday.

A nod to the friendly between the two sides in 1995 that ended in riots started by a small group of English supporters, the Baggot Street store is labelled the “Designated England Supporters’ Betting Shop”.

With the shop and nearby bin now safely secured, the bookmaker has also branded the site “yobproof” ahead of the tie.

This isn’t the company’s first controversial head-turner in recent times. In April, to promote the odds for the same-sex marriage referendum result, it ran an ad depicting two men wearing balaclavas embracing with the caption: “Tiocfaidh Ár Lá.”