Ladbrokes Partners With Racing.com

Ben H / May 31, 2022

Ladbrokes and Racing.com will work together on thoroughbred racing broadcasts from July 1. The multi-year partnership was signed by Racing.com and Entain, Ladbrokes’ owner, and it gives Entain exclusive broadcast integrations from Sunday to Thursday. It also allows the betting company to get involved in Spring and Autumn Carnival days.

In addition to being a major wagering partner to Racing.com, the London-listed company will work together with the broadcaster on shows like The Wrap, The Analyzer, and An Early Look.

Ladbrokes Founded Racing.com in 2015

Entain is behind several betting operators in Australia, with the two most notable ones being Neds and Ladbrokes. Under the partnership agreement, Ladbrokes will be the lead brand and its wagering products will be featured in Racing.com’s broadcasts.

Racing.com regulars will be happy to see Ladbrokes return to their screens, as the betting operator was one of the founding partners of the channel when it launched in 2015.

A Partnership Between Two Racing-Led Businesses

Ladbrokes has already been heavily involved in covering racing events in Victoria and South Australia, and the brand describes itself as a racing-led business. The Racing.com partnership extends that commitment to racing in Australia even further.

Entain CEO for Australia Dean Shannon said that they were thrilled “to form a deeper partnership with Racing.com.” He added that the company had “a rich pedigree and history in racing” and that racing and betting on it was part of their DNA.

Shannon is convinced that the people at Racing.com share Entain’s passion for racing and that all Entain brands will benefit from the broadcasting partnership.

Racing.com CEO Peter Campbell was also thrilled with the new partnership and said that signing a deal with Entain confirmed that Racing.com was on the right track and it had the vision to grow thoroughbred racing in Victoria and South Australia.

Campbell also said that the broadcast partnership reflected “the continued growth” of the company over the past 3 years, adding that Entain was another company that was “growing strongly” in the Australian betting scene. So, he was more than happy to welcome Entain’s Ladbrokes brand back to their screens.

Racing.com and VTRIMB

In addition to Racing.com’s broadcasts being available on its browser and app, they can also be seen by viewers in metropolitan areas, nationally on Foxtel’s channel 529, on sports streaming service Kayo, and 7Plus.

Last year, Racing.com transitioned into the newly created Victorian Thoroughbred Racing Integrated Media Business (VTRIMB) and Peter Campbell was appointed as the business’s Chief Executive Officer.

VTRIMB brings together all of Racing Victoria’s media options under the same roof, including Winning Post, Thoroughbred Racing Productions, BestBets, and Racing Photos.

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Ben H
Ben Harris is the Communications Manager for KRUZEY, an AFL expert, and writer. He has one daughter that he loves dearly and three children's books... [Read full bio]

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