UK bookmakers Ladbrokes have outmaneuvered rival William Hill by striking a new sponsorship deal with the English Football Association (FA).
On Friday, Ladbrokes announced that it had signed on as the FA’s new official betting partner. Terms of the deal weren’t disclosed, except to say that the parties have entered into a “long-term agreement” that will commence August 1.
The deal offers Ladbrokes premium brand exposure alongside England senior men’s matches, and across all rounds of The Emirates FA Cup. Lads also gets in-stadia betting rights at Wembley Stadium, giving Lads a monopoly over betting at showpiece events held at the venue (with the notable exception of anyone who owns a smartphone).
Incumbent William Hill’s deal with the FA expires in July, and Lads appears to have scored the deal at the expense of rival Betfred, which was rumored to be among the companies looking to succeed Hills.
Lads CEO Jim Mullen expressed delight at positioning his company “at the beating heart of the beautiful game.” Mullen said the FA deal was “precisely what I had in mind” when he announced earlier this year that the company’s growth plan would involve ramping up its marketing spend “in those places where we know our customers are engaged.”
Ladbrokes CMO Kristof Fahy said the company planned to be “much more than a company which hands over a cheque, sits back and hopes for the best.” Fahy claimed the company would ensure that Lads customers and football fans “can immerse themselves in all that makes English football so brilliant.”
FA CEO Martin Glenn expressed similar delight at welcoming Lads into the “outstanding portfolio of official FA partners.” Glenn noted that the deal comes at a time when the non-profit FA is “investing record levels back into football at all levels of the game.”