Ladbrokes aims for high coverage with Frankie Dettori as new brand ambassador

Ladbrokes has unveiled legendary champion jockey and TV personality Frankie Dettori as its new brand ambassador.

Popular sporting figure Dettori will become the face of Ladbrokes new marketing and brand initiatives.

Ladbrokes marketing stated that it wanted to fully integrate Dettori’s unique character and personality within its brand. The operator is aiming to create a distinct ambassador partnership with higher coverage than its rivals who have used famous sporting figures to promote betting partnerships.

UK business news sources have reported that Ladbrokes has begun filming a new TV advertising campaign featuring Dettori, which will replace the operator existing ‘Ladbrokes Life’ feature.

I am really pleased to be working with Ladbrokes,” commented Dettori.

“I’ve come to know the team there very well over the years and I’m looking forward to working more closely with them now. It’s a challenge I am excited about and it’s a great opportunity to promote racing as widely as possible.”

Dan Staples, UK Marketing Director, of Ladbrokes, said: “Frankie has been the biggest name in the sport for two decades. He is pure box office and we’re delighted that he’s joining Ladbrokes as our ambassador. His sporting passion for everything from Ascot to Arsenal is infectious and makes him stand out as the ultimate fit for our brand.

“We can’t wait to get Frankie involved in work that is sure to excite our customers and colleagues,” added Staples. “His views throughout the upcoming Flat season are also sure to be entertaining.”