PADDY Power today announced the enormous advertising hoarding on Cleeve Hill is here to stay.

In a statement issued this morning Paddy Power said overwhelming public support had made it a "no brainer" decision.

The statement said: Overwhelmingly positive feedback from both locals and race goers about the Paddy Power sign on Cleeve Hill has prompted the top bookmaker to negotiate a long term lease with the landowner to enable the record breaking sign to remain as a permanent fixture of the Cheltenham landscape.

Statement continues below:

As the world’s longest freestanding sign locals believe it has the potential to become one of the country’s most recognised landmarks, even becoming a tourist attraction similar to its sister sign in Los Angeles.

Security on-site has reported a steady stream of curious punters travelling to the site to have their picture taken by the record breaking sign.

The colossal Paddy Power sign is a staggering 270ft long eclipsing the previous world record holder which stood at 160ft long and also dwarfs the Hollywood sign in Los Angeles.

Paddy Power himself said: “We have had so much positive feedback from locals that it was a no-brainer to make the sign permanent. The first reaction by most people I have talked to is it makes them smile, so why not have that feeling every day?”

Paddy Power sign

• 270 feet long (82 metres)

• 50 feet high (15 metres)

• Almost 100 tones in total

• 60 man build crew

• 3 years in the making

• Over 1000 man hours to design and build

• Landmarks dwarfed by the Paddy Power sign:

• At over 270ft wide that’s longer than the world’s largest free-standing billboard in Manila, Philippines (160ft)

• Taller and bigger than the Hollywood sign (45ft by 200ft)

• Longer than the famous Cerne Abbas Giant in Dorset (180ft)

• At over 50ft high that’s taller than three double-decker London buses stacked on top of each other

Yesterday Mr Power told BBC Radio Gloucestershire's Mark Cummings: "It does it's job - it's a monument to Cheltenham."

The sign dwarfs the giant Hollywood sign in Los Angeles which stands but both have a sense of drama according to Mr Power.

"There's more drama in Cheltenham than the whole of Hollywood combined," said Mr Power,"so it might as well have a sign as well."

"If you think it's a blot on the landscape, a lot of people think it looks quite nice.

"I think it looks great - I'm very proud of it.

"I love Cheltenham - it's my favourite place in the world. It's not meant to be a blot on the landscape - it's just a sign."

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Tewkesbury Borough Council’s development control manager, Paul Skelton, said the sign is unlikely to be granted official permission to remain in place beyond the weekend.

“Planning legislation requires certain steps to be taken to secure the removal of unauthorised signs – it is therefore unlikely the council can require the sign to be removed before the end of the current festival,” he said.

“However, it is highly unlikely that Paddy Power would receive consent for the sign to be on Cleeve Hill permanently, especially as it is in an Area of Outstanding Natural Beauty.

“We will be assessing what safeguards can be put in place with a view to avoiding similar instances in future years.”