Ladbrokes Strikes Deal With The FA
The Football Association (FA) has announced a long-term agreement with Ladbrokes to become its new official betting partner.
The deal, commencing on 1st August 2016, will see the bookmakers’ relationship with The FA span the England team and The Emirates FA Cup.
Under the agreement, Ladbrokes will benefit from brand exposure alongside England senior men’s matches, and ties across all rounds of The Emirates FA Cup. Also included within the partnership are in-stadia betting rights for Wembley Stadium, enabling Ladbrokes to engage with both their current audience, and drive new customer acquisition around events held at the stadium.
Martin Glenn, chief executive, The FA, said: “This partnership with Ladbrokes comes at a time when The FA, as a not-for-profit organisation, is investing record levels back into football at all levels of the game. Ladbrokes join an outstanding portfolio of official FA partners, providing support across the England team, and the most famous cup competition in the world, The Emirates FA Cup. We are delighted to welcome them on board.”
Ladbrokes CEO, Jim Mullen said: “Football is the holy grail of sporting sponsorship opportunities. We are absolutely delighted to have secured exclusive rights that will see Ladbrokes at the beating heart of the beautiful game. When I became CEO last year I announced that the Ladbrokes organic growth plan would require us to ramp up our marketing spend in those places where we know are customers are engaged. Being at the heart of football in this country is precisely what I had in mind. We’re keen to invest where we know we can make a difference and this deal further strengthens the sporting passion that is evident throughout Ladbrokes.”
Kristof Fahy CMO, Ladbrokes, said: “As official partner, we want to be much more than a company which hands over a cheque, sits back and hopes for the best. As the best known brand in bookmaking, we have the passion and drive to ensure our customers and football fans alike can immerse themselves in all that makes English football so brilliant.”
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