Marketing News

Ladbrokes has signed a deal with Australia’s Melbourne Racing Club to replace rival William Hill as the club’s official corporate bookmaker.

The first phase of the new partnership will see Ladbrokes sponsor two races at this weekend’s BECK Caulfield Guineas Day - the $400,000 Group 1 Ladbrokes Caulfield Stakes and the $500,000 Group 3 Ladbrokes Caulfield Classic on BMW Caulfield Cup Day.

The second phase will see the company replace William Hill as the official corporate bookmaker of the Melbourne Racing Club from January 1st, with Ladbrokes benefiting from a strong presence across all the club’s courses.

Melbourne Racing Club CEO Brodie Arnhold said he was excited about the future with Ladbrokes.

“As a club we’re always looking for ways to progress and offer a wide range of innovative products to our customers, therefore partnering with Ladbrokes is the perfect fit for us,” he said. “We’ve enjoyed a great association with William Hill over 7 years and would like to thank them for all their support in that time.

“We look forward to working with them for the remainder of the year.”

In a three-year deal, Ladbrokes will become naming rights partner of Sandown Racecourse, which will become Ladbrokes Park as of January 1st.

The bookmaker will also take naming rights to eleven races including the Group 1 Ladbrokes Blue Diamond Stakes.

James Burnett, Ladbrokes Australia’s chief marketing officer, said: “It’s a great honour for Ladbrokes to partner up with the Melbourne Racing Club from 2016 and further extend its commitment to being a part of Australian racing at such an iconic club.

“To begin this partnership on one of the great race days, BECK Caulfield Guineas Day, is a genuine thrill for us and to see such a quality field assembled for the first Ladbrokes Caulfield Stakes is really the cherry on top. As we look to next week, the bonuses on offer for three year olds in the Caulfield Classic is great for the racing industry as a whole and to be involved is truly exciting.”