Ladbrokes, Coral and BetMGM unveil Cheltenham Festival campaigns

Ladbrokes has released its Cheltenham Festival TV campaign as the Entain-owned operator gears up for the four-day meet at Prestbury Park. 

The campaign, ‘A Racing Certainty’, is the first ina new series from the operator, all produced in-house by Entain Creative.

The 30-second clip light-heartedly documents a day at the races and all the ups and downs that come with it, such as trying to beat the queue to place your bet on time or vying with other punters for a good view, all while promoting the operator’s accumulator offering. 

Ladbrokes’ ‘A Racing Certainty’ campaign will run on TV, video-on-demand and radio as it looks to raise awareness of its ‘big value you can bet on’ message. Accompanying media was planned and bought by the7stars.

Anna Kochanska, Ladbrokes head of brand, said: “Our latest racing campaign is laser-focused on landing our powerful new value message with our customers, while not taking ourselves too seriously. Will it work? You can bet on it.” 

Anthea Angelis, director of Entain Creative, added: “We’re a creative team that sits in the very heart of Ladbrokes marketing team. This means we intuitively understand the commercial challenges and opportunities behind every brief.   

“Our ad has everything you need in a racing campaign including a simple proposition, a clear strategy… and a man dressed as a tiny jockey being laughed at by his mates.” 

Ladbrokes’ sister brand Coral also got in on the marketing action by launching a giant inflatable Gold Cup above Cleeve Hill, with the stunt taking 60m2 of air to inflate, or 900 party balloons.

Coral’s Cheltenham Festival marketing efforts

Alongside Ladbrokes and Coral, BetMGM has also geared up for British jump racing’s most high-profile event. 

During the festival, which will run from Tuesday 11 March to Friday 14 March, BetMGM has confirmed it will reward two customers with £250,000 each to celebrate its first year as the sponsor of the Queen Mother Champion Chase. 

As part of Wednesday’s feature race, BetMGM customers can be in with a chance of winning the prize via placing and settling a £2 bet on any sports market from today, 10 March.   

Each settled £2 bet counts as entry for the draw, with the operator set to deposit £250,000 into two random customer accounts. 

Attendees of the festival will also have the opportunity to win a trip to Las Vegas through BetMGM’s Vegas Victory Vault slot machine. 

Sam Behar, UK director for the operator, noted: “We’re extremely proud to be associated with the 2025 Cheltenham Festival through our sponsorship of the BetMGM Queen Mother Champion Chase – and so we wanted to mark the occasion this year with not one but two stunning giveaways to our customers.  

“Giving away two lots of £250,000 during the week of Cheltenham adds to what is already set to be a hugely exciting week. 

“All customers have to do to enter is place and settle a £2 bet on a sports market and their 2025 Cheltenham Festival winnings could well be beyond their wildest dreams.”

The advertising efforts of operators across the UK have ramped up as the Cheltenham Festival has edged closer. 

Last week, Betfred launched its ‘Pick Your Nose’ campaign, with the title a playful nod to the saying: “You couldn’t pick your nose”. 

Produced in collaboration with Manchester-based creative agency Sergeant Walnuts, the campaign aims to engage both experienced racing fans as well as more casual bettors. 

That followed Sky Betting and Gaming’s February release, heralding the sport’s real ‘GOAT’ (greatest of all time) as the horse, rather than its jockey.