Ladbrokes has found a new way to engage with sports fans and entertainment consumers at large via a newly signed partnership with AEG Presents, The O2 and NME.
The Entain sportsbook brand launched its Ladbrokes LIVE platform this week, a fan rewards system delivering access to tickets to live music and comedy shows.
There is no betting involved, but Ladbrokes has underscored that the platform does function as a means of introducing new audiences to the company’s ‘World of Play’.
Promoting the launch of Ladbrokes LIVE, the bookmaker has secured digital OOH media inventory at The O2 and sponsorship of the NME Awards show, whilst AEG Presents – which manages concerts, tours, bars, venues and music festivals, grants access to the tickets.
Ladbrokes’ Head of Brand, Kelly Rose, said: “We’re embarking on an exciting new era for Ladbrokes connecting thousands of fans with free access to artists and talent through the Ladbrokes LIVE platform.
“In The O2, AEG Presents, and NME we’re working with three of the biggest and most iconic brands in the entertainment industry and this means we will be able to reward our audiences with the chance to attend some of the most exciting live shows in Britain for free.”
Further details of the partnership will include the establishment of the Ladbrokes LIVE Private Box at The O2, providing music fans who sign up to the platform free access to tickets at the entertainment complex in East London.
Signups to the platform will also have the chance to win tickets to events such as the Luno Presents All Points East music festival and Just for Laughs comedy festival, as well as other UK touring shows.
AEG Presents is the music and live entertainment division of AEG Worldwide. Based in Los Angeles, AEG is one of the world’s largest entertainment companies and also has strong connections to the sports sector as owner of the Los Angeles Galaxy and shareholdings in Los Angeles Kings, Ontario Reign and Eisbären Berlin, among other teams.
Will Dowdy, AEG Global Partnerships, added: “We are pleased to welcome Ladbrokes as a brand partner, and its customers to our world-famous venues like The O2, and best-in-class festivals with AEG Presents.
“The creation of a specially designed guest box at The O2, alongside unique live experiences across AEG Europe’s venues and live events will bring an exciting new dimension of entertainment not just for Ladbrokes customers, but all our visitors.”
Finally, for NME’s part, the music and entertainment culture news brand will offer access to its Club NME UK-nationwide series of events to users of the Ladbrokes LIVE platform, as well as signing the aforementioned sponsorship arrangement of the NME Awards show.
Holly Bishop, Chief Operating and Commercial Officer at NME, remarked: “We are thrilled to announce the return of the legendary Club NME, once again providing fans with unforgettable live music experiences at some of the UK’s best venues.
“Thanks to Ladbrokes, all tickets will be completely free, making Club NME more accessible than ever. We’ll see you at the front!”
Although Ladbrokes LIVE will not be functioning as a betting platform, coverage between the wagering and entertainment/media sectors has been increasing in recent years, with sports understandably being a key area of focus but music-oriented partnerships and campaigns are also becoming more common.
Ladbrokes’ parent company Entain has notably been making moves in the media space, such as purchasing Israeli livescore media and football community 365scores for $150m (£120m) in April this year.