Longterm agreement signed with land and online gambling group
The British FA (Football Association) has announced a long-term agreement with online and land betting group Ladbrokes to become its new official betting partner.
The deal, commencing on , will see the leading bookmakers' relationship with The FA span the England team and The Emirates FA Cup.
With more than 800 million followers globally, England are the most supported team in the World and completed their preparations for Euro 2016 with a sell-out match against Portugal at Wembley last night, a statement from Ladbrokes claims.
The Emirates FA Cup has similarly enjoyed a stellar year with matches broadcast in over 175 countries and a UK audience of over 10 million tuning in for the showpiece final that witnessed Manchester United emerge victorious.
Under the terms of the agreement, Ladbrokes will benefit from premium brand exposure alongside England senior men's matches, and ties across all rounds of The Emirates FA Cup.
Also included within the partnership are in-stadia betting rights for Wembley Stadium, enabling Ladbrokes to engage with both their current audience, and drive new customer acquisition around showpiece events held at the stadium.
Martin Glenn, chief executive of the FA, said: "This partnership with Ladbrokes comes at a time when The FA, as a not-for-profit organisation, is investing record levels back into football at all levels of the game. Ladbrokes join an outstanding portfolio of official FA partners, providing support across the England team, and the most famous cup competition in the world, The Emirates FA Cup."
Ladbrokes CEO, Jim Mullen responded: "When I became CEO last year I announced that the Ladbrokes organic growth plan would require us to ramp up our marketing spend in those places where we know are customers are engaged. Being at the heart of football in this country is precisely what I had in mind. We're keen to invest where we know we can make a difference and this deal further strengthens the sporting passion that is evident throughout Ladbrokes."
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