The FA picks Ladbrokes as official betting partner

Ladbrokes will replace William Hill to become the new official betting partner of The Football Association in a long-term deal.

Labrokes will have in-stadium betting rights at Wembley, which can hold 90,000 spectators
Labrokes will have in-stadium betting rights at Wembley, which can hold 90,000 spectators

The deal, which begins on 1 August, comes after Ladbrokes’ chief marketing officer, Kristof Fahy, joined Labrokes from The Telegraph in January. Fahy was the CMO at William Hill when it struck a similar deal with the FA in 2012.

Ladbrokes’ sponsorship of The FA will span the England football team and The Emirates FA Cup, giving the bookmaker brand exposure around football matches and in-stadia betting rights at Wembley Stadium.

England’s football team, which beat Portugal 1-0 in a friendly at Wembley last night, has an estimated 800 million followers worldwide, while the FA Cup final attracted more than 10 million TV viewers last month.

Martin Glenn, the chief executive of 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."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More