Entain Australia has announced a partnership with Greyhound Racing NSW (GRNSW) which includes a multi-million-dollar investment into the sport.
The agreement will see the FTSE 100 operator’s Ladbrokes brand takeover naming rights of the world’s richest greyhound race series – the Ladbrokes Million Dollar Chase – for the next ten years.
The association has described it ‘the most significant track sponsorship and animal welfare deal in greyhound racing history’.
Entain Australia CEO, Dean Shannon, commented: “Greyhound racing in NSW has never been stronger, with incredible growth and popularity – and we are thrilled to be officially painting the state red.
“While we have been major and loyal supporters of the greyhound racing industry in NSW for a long time, I am especially pleased to have worked with GRNSW on a substantial welfare component to this deal.
“And of course, I am further delighted that our new partnership will return our name to the flagship greyhound event in world racing – the Ladbrokes Million Dollar Chase.”
Furthermore, the collaboration will eventually include category exclusive track sponsorship at all NSW greyhound venues as well as a multi-million-dollar cash investment in GRNSW’s greyhound adoption programs.
GRNSW CEO, Rob Macaulay, lauded the deal as a ‘game-changer’ for the sport of greyhound racing. Macaulay has been CEO of the group since August last year, and before that, was Legal Counsel for the three and a half years.
“I am extremely pleased to announce that the unique partnership trumps any previous commercial deals of this type by many multiples,” he added. “This is a huge win for greyhound racing in NSW. It’s an outstanding result for our people and our dogs and came after a very competitive and thorough tender process.
“Entain, through its Ladbrokes and Neds brands, has been a magnificent and loyal contributor to NSW greyhound racing over many years and we welcome this new and innovative partnership with them for both our racing and importantly our greyhound adoption programs.”
The group has also described the track sponsorship component of the Entain deal as a direct benefit to the clubs.
Accrediting GRNSW’s original partnership with the bookmaker, prize money has doubled in five years, with record greyhound rehoming numbers.
“We are now seeing the benefits of true partnerships with industry stakeholders who are committed to a sustainable and vibrant sport that is booming in regional and rural NSW as well as in the wider metropolitan area,” Macaulay concluded.
Entain is one of the more prominent betting group’s in Australia via Ladbrokes as well as its NEDs brand. The group recently secured a major boost to its Oceania business via a long-term contract with TAB NZ to exclusively operate a betting offering in New Zealand.