Ladbrokes signs up Dettori to boost racing offering

Ladbrokes signs up Dettori to boost racing offering

Monday, March 21, 2016
Frankie Dettori will be a brand ambassador for the gaming operator

Ladbrokes has bolstered its presence in horseracing by signing up celebrated jockey Frankie Dettori as a brand ambassador.

The gaming operator, which withdrew its betting outlets from last week’s Cheltenham Festival due to a dispute with the sport’s authorities over the Authorised Betting Partner (ABP) system, said that Dettori will “become the face” of some of its marketing, brand, media and internal communications campaigns.

Dettori, the three-time Champion Jockey, will also be used as a pundit by Ladbrokes, with his views on racing and other sports published throughout the year.

“Frankie has been the biggest name in the sport for two decades,” said Dan Staples, marketing director, UK at Ladbrokes. “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. His views throughout the upcoming Flat season are also sure to be entertaining."

Ladbrokes said the deal is the company’s “most extensive of its kind to date”.

Dettori added: “I am really pleased to be working with Ladbrokes. 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.”

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