August 18 – Ladbrokes, one of the UK’s leading High Street and online bookmakers, has announced two new partnerships with Premier League clubs Burnley and Leicester City for the 2017/18 season.
The bookmaker was the English FA’s official betting partner in £4 million per season deal that still had three years to run but was ended abruptly in June following an FA review of its sponsorship practices. Since then Ladbrokes has moved swiftly into club marketing first announcing a deal with Sheffield United becoming the club’s stadium betting partner, before unveiling its Premier League clubs yesterday (Wednesday).
No value was put on either deal but the package with both clubs looks very similar, including a prominent presence on club websites and social media channels, LED advertising, and interview backdrops.
Fans at both clubs will be offered exclusive Ladbrokes promotions throughout the season, including several ‘money-can’t-buy’ experiences.
At both club grounds Ladbrokes will operate the in-stadium betting facilities via BD Stadia, a division of BD Sport Group which is part of TSX listed company Gaming Nation Inc. and exclusively represents the Ladbrokes Coral group in sports partnerships outside of racing, darts and snooker. The deals were negotiated for Ladbrokes by BD Sport Rights.
Burnley commercial director, Anthony Fairclough, said: “This will create a lot of new experiences for the fans, which will be delivered by Ladbrokes, and some exciting offers during the course of the seasons to come.
“We look forward to welcoming Ladbrokes and not only will it involve major exposure at Turf Moor, it will see a full betting service offered to the fans through the concourses, as well as their branding on the Cricket Field Stand, which was previously sponsored by David Fishwick.”
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