Ladbrokes extends backing of Melbourne Racing

Ladbrokes has opted to extend its partnership with the Melbourne Racing Club (MRC) in Australia.

Although terms of the deal were not disclosed, it was confirmed that Ladbrokes will continue to serve as the official corporate bookmaker and sponsor of the organisation.

Ladbrokes will also acquire title sponsorship rights to various major horse racing events, including the Caulfield Guineas Day, while Sandown Racecourse will continue to be known as ‘Ladbrokes Park’.

In addition, Ladbrokes will contribute to the MRC Foundation, the official charity of the MRC.

“This is a significant investment in the Melbourne Racing Club and the industry as a whole and a commitment to both which we see as vital for the long-term sustainability of all parties,” Ladbrokes Australia’s head of media, Roger Oldridge, said.

“We’re not in the business of divulging exact figures, whether it is specific punters’ bets or a deal of this magnitude between two very strong organisations. Suffice to say we are heavily invested in the MRC and in racing.”

Brodie Arnhold, chief executive of MRC, added: “The commercial investment is obviously incredibly valuable to an organisation like ours, but the willingness to innovate together and integrate into various areas of our business outside of race naming rights shows that Ladbrokes has a great care and passion for the sport of racing and its sustainability.”

The deal comes as Ladbrokes this week also brokered an agreement with the Football Association of Ireland.

Related article: Ladbrokes scores new partnership with Ireland FA