Ladbrokes signs Frankie Dettori as brand ambassador
Champion flat jockey becomes the face of the Magic Signâs marketing and communication campaigns
Ladbrokes has unveiled Frankie Dettori as the operatorâs new brand ambassador, describing the three-time champion jockey as the âultimate fitâ for the Magic Sign brand.
Dettori will become the face of Ladbrokesâ marketing, brand, media and internal communications campaigns, while the firm will also publish the jockeyâs views and opinions on racing throughout the year.
Ladbrokes will also make use of Dettoriâs high-profile to promote other events and sports, including those in the bookmakerâs portfolio of sponsorships.
In 1996, Arsenal supporting Dettori famously achieved the feat of riding all seven winners on the card at Ascot and Ladbrokes UK marketing director Dan Staples today described the jockey as âpure box officeâ.
“Frankie has been the biggest name in the sport for two decades,â Staples said. âHis sporting passion for everything from Ascot to Arsenal is infectious and makes him stand out as the ultimate fit for our brand.
“We can’t wait to get Frankie involved in work that is sure to excite our customers and colleagues,â he added.
Ladbrokes CEO Jim Mullen last year said he wanted Ladbrokes to become the bookmaker of choice for sports bettors and has since signed a number of key marketing deals, including the headline sponsorship of the Scottish Professional Football League.
The firm is also understood to be in the shake-up to become one of the main sponsors of the English FA, a deal which would see it replace old foe William Hill.