British bookmaker Ladbrokes has agreed a multi-year deal to become the new official betting partner of the English Football Association.
The deal, financial terms of which were not disclosed, will become effective on August 1, and will incorporate the England national team and the FA Cup knockout club competition.
Under the agreement, Ladbrokes will receive brand exposure at England’s men’s games, and during each round of the FA Cup. Ladbrokes will also be granted in-stadia betting rights at Wembley Stadium, the home ground of the English national team.
“When I became CEO last year I announced that the Ladbrokes organic growth plan would require us to ramp up our marketing spend in those places where we know are customers are engaged,” Ladbrokes chief executive Jim Mullen said. “Being at the heart of football in this country is precisely what I had in mind. We're keen to invest where we know we can make a difference and this deal further strengthens the sporting passion that is evident throughout Ladbrokes.”
Ladbrokes replaces fellow bookmaker William Hill as the FA’s official betting partner.