FORMER PM Boris Johnson had landed a lucrative deal to star in Paddy Power’s ad campaign for this summer’s Euro 2024 football tournament.

Its recent ads have featured former England striker Peter Crouch and his model wife Abbey Clancy. And sources say Boris will perform a cameo in an advert for the Euros, which start in Germany next month.

One told The Sun on Sunday: “Landing a character like Boris as part of their Euros campaign is a huge coup and Paddy Power bosses are super chuffed he decided to go for it. “The brand is notorious for its comedy, tongue-in-cheek ads so they are planning a shoot to get everyone talking. 

But the ad will never air.

Paddy Power, which is headquartered in Dublin, was forced to scrap the planned clip, intended to be the cornerstone of its advertising campaign for a busy summer.

The decision was confirmed by two people familiar with the campaign and its demise. They said a script for the ad had been provided to Mr. Johnson. A spokesman for Mr. Johnson did not respond to a request for comment.

The company confirmed that Mr. Johnson’s role in its Euro 2024 campaign, set to air in the coming weeks, had been scrapped but did not say why.

“We remain hopeful of working together in the near future,” it added. The Sun on Sunday, broke the news that Mr. Johnson would front Paddy Power’s Euro 2024 campaign earlier this month.