Ladbrokes Australia has signed a five-year sponsorship deal with the Northern Territory’s Alice Springs Turf Club which will see its iconic race course renamed Ladbrokes Pioneer Park.

The deal re-affirms the operator’s commitment to Northern Territory Racing, having commenced a successful partnership with the Darwin Turf Club last year.

“I am thrilled to partner with Ladbrokes especially as the five-year deal is a great endorsement of racing in Alice Springs and the Northern Territory,” Alice Springs Turf Club CEO Jason Cornell said. “The Alice Springs Turf Club and its members are very proud of the history and legacy of racing at Pioneer Park so it was vitally important to have a respected brand and long term deal for naming rights.”

Ladbrokes’ chief marketing officer Jason Kibsgaard added: “Racing is a nationwide pastime and that’s why we are so thrilled to partner with race clubs at various ends of Australia.

“Racing in the Territory is very unique and at Ladbrokes we pride ourselves on innovation so the ‘Outback Races’ branding of the Alice Springs Turf Club is a great fit.”

A total of 34 race meets a year are held at Alice Springs Turf Club, with feature race the XXXX Gold Cup Carnival taking place on Monday May 1st, the last of five consecutive weekends of racing at the club.