UK bookmaker Ladbrokes has unveiled British-based three-time Champion Jockey Frankie Dettori as a brand ambassador with immediate effect.

Dettori has signed an exclusive deal with Ladbrokes to become the face of some marketing, brand, media and internal communications campaigns for the bookmaker, while his racing views will be also published throughout the year.

The deal, which Ladbrokes said was the most extensive of its kind to date for the company, will also make use of Dettori's profile to promote other events in the bookmaker's portfolio of sport sponsorships.

"I am really pleased to be working with Ladbrokes,” said Dettori. “I've come to know the team there very well over the years and I'm looking forward to working more closely with them now. It's a challenge I am excited about and it's a great opportunity to promote racing as widely as possible."

Dan Staples, marketing director, UK at Ladbrokes, said: "Frankie has been the biggest name in the sport for two decades. He is pure box office and we're delighted that he's joining Ladbrokes as our ambassador. His sporting passion for everything from Ascot to Arsenal is infectious and makes him stand out as the ultimate fit for our brand.

"We can't wait to get Frankie involved in work that is sure to excite our customers and colleagues,” added Staples. “His views throughout the upcoming Flat season are also sure to be entertaining."

Italian-born but British-based, Dettori has been Champion Jockey on three occasions and has ridden more than 500 group race winners, including all seven winners on British Champions’ Day at Ascot in 1996.

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