Ladbrokes Australia seals horseracing naming rights deal
Operator pens five-year deal with Alice Springs Turf Club, which will see the club’s racecourse renamed the Ladbrokes Pioneer Park
Ladbrokes Australia has struck a five-year sponsorship deal with Alice Springs Turf Club, which will see the Northern Territory club’s racecourse renamed as the Ladbrokes Pioneer Park.
The news follows last year’s agreement with Northern Terriroty’s Darwin Turf Club, securing the naming rights to the NT Derby Day.
“Racing is a nationwide pastime and that’s why we are so thrilled to partner with race clubs at various ends of Australia,” Ladbrokes Australia’s chief marketing officer, Jason Kibsgaard, said.
“Racing in the Territory is very unique and at Ladbrokes we pride ourselves on innovation so the ‘Outback Races’ branding of the Alice Springs Turf Club is a great fit.”
Alice Springs Turf Club CEO, Jason Cornell added the deal is a “great endorsement” of racing in Alice Springs and the Northern Territory.
“The Alice Springs Turf Club and its members are very proud of the history and legacy of racing at Pioneer Park so it was vitally important to have a respected brand and long term deal for naming rights.”
The deal follows Ladbrokes Australia’s move to a Northern Territory licence in September last year, after regulatory uncertainty in Norfolk Island prompted the firm to switch licensing jurisdictions.
The Australian arm is still on the hunt for a new CEO, after chief operating officer Paul Cherry left the firm just weeks before he was due to succeed outgoing CEO Dean Shannon.