Ladbrokes secures Irish FA betting partnership deal
Two-year agreement sees the Magic Sign extend its sporting brand reach across Britain and Ireland
Ladbrokes has become the Football Association of Ireland’s new official betting partner as the operator continues to ramp-up its brand presence across Britan and Ireland.
The two-year agreement, which follows similar deals in England and Scotland, will see the London-listed bookmaker obtain brand exposure at all Republic of Ireland matches and training sessions.
The deal comes as the Republic of Ireland national football team prepares to kick-off its World Cup qualification campaign this weekend against Serbia.
“Ladbrokes Ireland has returned to a position of growth and we believe investing in Irish sport will support the upward trajectory of the business,” Jackie Murphy (pictured), director of Ladbrokes Ireland, said.
“Football is a favourite for our staff and customers alike, so we’re thrilled for our brand to be joined with such a high quality partner in the FAI. We expect this deal to further strengthen our presence and growth in the market.”
In June, Ladbrokes was announced as the official betting partner of the English Football Association in what it described as a “long-term agreement” with the country’s football governing body.
The Magic Sign replaced former betting partner William Hill and the deal included premium brand exposure across England senior men’s international matches and all rounds of the Emirates FA Cup.
The operator is also into its second year as headline sponsor of the Scottish Premiership as part of a two-year deal reportedly worth just over £4m.
Ladbrokes share price was 155.10p on the London Stock Exchange at the time of writing.