Fahy targets sports deals after taking up Ladbrokes post

Fahy targets sports deals after taking up Ladbrokes post

Thursday, January 7, 2016 Totally Gaming
Kristian Fahy will lead Ladbrokes' "aggressive marketing" drive

Kristian Fahy has said that he will assess “many opportunities across a variety of sports” after taking up his role as Ladbrokes’ new chief marketing officer.

Fahy, who held the same role at William Hill for five years until last March, has been recruited to lead the “aggressive marketing” drive that Ladbrokes chief executive Jim Mullen hopes will ignite the operator’s recovery.

Fahy was appointed by Ladbrokes in October 2015 after just seven months at Telegraph Media Group. 

“I'm delighted to arrive at Ladbrokes at such an exciting time for the company,” he said. “Ladbrokes has an extremely strong brand and I'm looking forward to building upon that strength with our marketing, advertising and sponsorship activity.

“Jim Mullen made marketing central to his strategy for Ladbrokes and we now have many opportunities across a variety of sports to showcase the passion that Ladbrokes brings to sport.”

Fahy, who was seen as playing a key role in William Hill’s digital charge by developing a greater focus on personalisation and mobile, will have responsibility for all brand and marketing activity across Ladbrokes’ digital and retail businesses

"We want to deploy our considerable expertise, skills and brand strength in those places where our customers are most active," Fahy said. “We already have forged some outstanding opportunities with our SPFL partnership in Scottish football and our Challenge Cup sponsorship in rugby league and we have an appetite for more.

“We want to work with sports who appreciate what we can deliver and who understand the value we provide."

In outlining his business review last July, Mullen – who worked with Fahy at William Hill - said that Ladbrokes had “underinvested in marketing” and that its new strategy would revolve around “brand, call to action and sponsorship”. 

The review showed that Ladbrokes would spend more than 30 per cent of net gaming revenue (NGR) during H2 2015 – compared to 25 per cent in H1. It also said it would spend at least 25 per cent of a predicted raised NGR in 2016 and 2017.

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