Ladbrokes targets NBL to further Australian growth

British bookmaker Ladbrokes has become the latest firm to back Australia’s National Basketball League under its commercial revamp.

The Australian division of Ladbrokes has agreed to become the official Australian sports betting and wagering partner of the new-look NBL for the 2015-16 season, which began yesterday (Wednesday) with the Adelaide 36ers defeating reigning champions the New Zealand Breakers 90-71.

Ladbrokes first entered the Australian market in 2013 with the purchase of Brisbane-based Gaming Investments. The partnership with the NBL exposes Ladbrokes to a five-state market in Australia with the league’s roster including teams in Western Australia, South Australia, Victoria, Queensland and New South Wales.

Since acquiring a controlling interest in the NBL in June, Melbourne-based businessman Larry Kestelman has pursued an ambitious broadcast and sponsorship agenda in an effort to inject new life into the league. Ladbrokes joins other big-name sponsors signing on to the NBL including Telstra, Virgin Australia and Chemist Warehouse.

Kestelman said: “We want to be able to offer our fans and partners the same suite of experiences that the NBA has on offer. We’ve come a long way already, and this deal sees Ladbrokes become a critical part of that vision, being the naming rights sponsor of the NBL’s fantasy league and our official tipping competition.”