Ladbrokes strikes new partnership with PDC

Ladbrokes has been confirmed as the new title sponsor for multiple PDC tournaments including this weekend’s much anticipated Players Championship Finals.

The newly formed deal means the operator becomes the primary sponsor of the Masters and UK Open from next year, capitalising on the opportunity presented with the Coral brand picking up the sponsorship of the UK Open.

Barry Hearn emphasised that the deal highlights the companies’ commitment to ‘action packed’ PDC events, which commence this weekend.

“It’s wonderful to be working with Ladbrokes again and this deal shows their ongoing commitment to a wide range of PDC tournaments,” said PDC Chairman Barry Hearn.

Ladbrokes have a long-held association with the PDC and this deal will showcase their brand across three of our biggest televised events over the next four years.

He added: “The new sponsorship begins at this weekend’s Ladbrokes Players Championship Finals, which promises to be an action-packed weekend with coverage live on ITV4 and worldwide.

“Following the excitement and drama of PDC events recently during our busy autumn period, there is greater interest than ever in the sport and an increasingly high standard being produced by stars on the oche.”

With regards to its marketing approach, Ladbrokes was recently praised by the The Senet Group for its commitment to promoting responsible gambling through its marquee sponsorship of the Scottish Professional Football League (SPFL).

Coral (GVC Holdings) also looked to capitalise on a new marketing approach, turning to Hollywood for its TV ad campaign ‘Sports Rodstein’. The campaign introduces Sports Rodstein, the US’ biggest sports fan played by popular Hollywood comedian Danny McBride (Tropic Thunder, Eastbound & Down, Pineapple Express).