Ladbrokes Becomes Driving Force Behind Racing in Queensland

Entain has underlined its commitment to the Australian racing industry announcing landmark deals today which will see its Ladbrokes brand become the major sponsor of metropolitan thoroughbred and harness racing in Queensland.

In a special day for Brisbane-based Entain Australia, which is part of Entain Group, one of the world’s largest sports-betting and gaming groups, it has unveiled a major partnership agreement with the Brisbane Racing Club, encompassing Eagle Farm and Doomben. It has also become the major partner of the Albion Park Harness Racing Club and the Sunshine Stars Yearling Sales.

“This is a historic day for Entain in Australia, with Ladbrokes to become the major partner of metropolitan thoroughbreds and harness racing in Queensland,” Entain Australia CEO Dean Shannon said.

“We are a proudly racing first company and our Ladbrokes and Neds brands have become synonymous with backing the racing industry and its participants across the country.

“We are thrilled Ladbrokes will become a major partner of the Brisbane Racing Club.

“The Eagle Farm and Doomben circuits are iconic venues and we look forward to partnering with the BRC for at least the next seven years.

“To have our name on time-honoured features such as the Group 1 Ladbrokes Queensland Derby,

Ladbrokes Doomben 10,000 and Ladbrokes JJ Atkins is a genuine thrill for a company that lives and breathes racing on a daily basis.

“We look forward to working with the BRC Committee and executive team to continue the growth of the industry through collaboration and innovation.”

BRC CEO Tony Partridge said he looked forward to working with a progressive brand like Ladbrokes.

“BRC is excited to partner with Entain, a global wagering powerhouse with racing at their core and a strong affinity with Queensland,” Partridge said.

“They have proven to be extremely innovative as they have showcased through their approach to content and product development. We look forward to working together in what will be a game changing new era for Brisbane racing.”

Shannon said he was delighted that Ladbrokes would also join with the Albion Park Harness Racing Club on a ground-breaking long-term partnership.

“Harness is a sport close to my heart and our business is looking forward to working with the team at The Creek both in the short term, but also into the future as they eventually transition into a new centre of excellence,” Shannon said.

“Through our market-leading approach we see great opportunity to grow the standing of harness racing in Queensland and to build on its proud heritage.”

As major partner Ladbrokes has assumed naming rights to a number of premium Constellations Carnival fixtures next winter, including Ladbrokes Blacks A Fake race/night, Ladbrokes Queensland Oaks race/night and the Ladbrokes Queensland Derby.

“We are thrilled to welcome onboard the Entain Group through its premium online wagering brand, Ladbrokes,” said Albion Park Harness Racing Club Chairman Brad Steele.

“This partnership is a huge boost not only for our club, but the industry as a whole.”

One of Ladbrokes first acts as major sponsor of the BRC was to contribute to the recent Charity Fundraiser to aid the recovery of jockey Leah Kilner who was badly injured in a fall in Grafton in July. Ladbrokes purchased Kilner’s car in the charity auction, which raised in excess of $200K, and it will be used to service the BRC partnership.

“Leah has a long road ahead of her and it was great for us to be able to make a meaningful contribution to her recovery,” Ladbrokes Director of Stakeholder Engagement, Karl deKroo said.

“It was great to see the racing industry in QLD rally around one of their own and the vehicle will be used by our team to activate at both Doomben and Eagle Farm into the future.”

As part of the Ladbrokes deal with the BRC it will open new Ladbrokes Lounges as Eagle Farm and Doomben which will be known as the Ladbrokes Rough Habit and Ladbrokes Chief de Beers respectively in honour of two former stars of the turf. Both are scheduled to open early in the new year.