Ladbrokes Australia has announced a new partnership with Tasmanian Racing that will see the GVC-owned operator become the exclusive venue and major race day partner of the island state's horseracing sector until 2022.
Under the partnership, which begins August 1, Ladbrokes will gain naming rights to three race tracks, Elwick, Mowbray and Spreyton, which will become Ladbrokes Park Elwick, Ladbrokes Racing Centre Mowbray and Ladbrokes All Weather Spreyton respectively.
The company will also gain naming rights to the Tasmanian Summer Thoroughbred Racing Carnival, which includes events such as the Devonport, Hobart and Launceston Cups.
“Sponsorship revenue and the level of marketing support offered to clubs across all codes is set to increase significantly thanks to the Ladbrokes deal,” Tasracing chief executive Paul Eriksson said. “The new partnership will assist Tasracing and clubs to continue pursuing growth in race day attendance, club membership, race horse and greyhound ownership and participation in racing.”
Ladbrokes Australia chief executive Jason Scott said the move allows his company to develop deeper connections with Australian racing.
“Through our existing long-term premier partnerships with the Melbourne Racing Club, Moonee Valley Racing Club and numerous greyhound clubs in NSW, Ladbrokes has developed a proud legacy of supporting the Australian racing industry and its participants,” Scott said. “The chance to partner with greyhounds, harness and thoroughbreds for at least the next three years in the progressive Tasmanian market was simply too good to refuse.
“Like Ladbrokes, Tasracing and its clubs have displayed a desire to think outside the square and to innovate and we look forward to partnering with them on their quest for growth. We also look forward to embracing Tasmanian punters and participants ensuring their home-state product is treated with the respect it deserves.”
Eriksson said the number of Ladbrokes consumers made the deal a great opportunity for Tasmanian Racing to grow in popularity.
“The partnership also allows Tasracing to continue to broaden its promotion of Tasmanian racing to the national market thanks to Ladbrokes extensive customer-base and marketing investment,” he explained. “Ladbrokes will undertake significant promotion of Tasmanian racing to the national market via its customer database, advertising and promotion.”