Ladbrokes Leads Euro 2016 Race, Signs Kamara and McCoist

April 26th, 2016

SHARE

Ladbrokes Leads Euro 2016 Race, Signs Kamara and McCoist

With UEFA Euro 2016 almost upon us, Ladbrokes Sports has already gone on the attack with a new media campaign featuring football favourite Chris Kamara. Not wanting to let an opportunity to get ahead of the game slip through the net, Ladbrokes has partnered with media agency The Moment to launch a new series of adverts designed to hype up its Euro 2016 betting markets.

Scripted by Ivor Baddiel and Phil Kerr, the new adverts will see Kamara team up with Ally McCoist in a series of satirical sketches. Designed primarily to promote Ladbrokes' in-play betting services, the adverts will initially see Kamara and McCoist commentating on a match from a customer's flat.

Aside from his days as a professional, Kamara is most known to fans as the not-quite-up-to-speed reporter on Sky Sports. Regularly appearing on Soccer Saturday as a guest commentator, Kamara has since become a viral sensation for his mystified facial expressions, ability to miss vital parts of a game and that of knocking up a word salad Jamie Oliver would be proud of.

Kamara's Charisma is a Winner

This affinity with football fans of all persuasions is the main reason Ladbrokes and The Moment wanted him for their Euro 2016 campaign. Ladbrokes' chief marketing officer, Kristof Fahy, explained:

"Kammy is a well-loved character of the football world so it's great to have him back at the centre of our ad campaign. The tone of the ad is fun and entertaining to engage our target audience."

The latest deal with Kamara and McCoist comes just a few weeks after Ladbrokes acquired the services of another high profile sportsman, Frankie Dettori. Following the trend of jockeys joining betting operators (Ruby Walsh with Paddy Power Sports and AP McCoy with William Hill Sports), Dettori will act as a brand ambassador and work to promote racing to a casual audience.

Ladbrokes' UK Marketing Director, Dan Staples, has hinted that he's looking forward to reading Dettori's racing insights throughout the upcoming flat season.

Sporting Stars to Make Ladbrokes a Mainstream Hit

The appointment of Kamara and McCoist is the second major marketing coup by the recently appointed Fahy. Soon after Jim Mullen became CEO of Ladbrokes in March 2015, he announced that marketing would become an integral part of his mission to strengthen its core verticals and, more importantly, expose the brand to a mainstream audience.

Fahy has been tipped as the man to lead the revolution and it appears he's putting his faith in the UK's most charismatic sportsmen. Over the last two years, many of Europe's leading online operators have adjusted their marketing stance in a bid to attract casual punters to ante-up. Major sporting events such as the European Championships traditionally attract a greater number of novices; Ladbrokes will be hoping its deals with a trio of sports stars will give it greater standing in this area of the market:

"By tapping into the often absurd world of football punditry we've entered a space that football fans and a wider audience will recognise and enjoy," explained executive producer at The Moment, Ryan Reddick.

Ahead of Ladbrokes' Kamara-themed Euro 2016 adverts, it will be offering a plethora of domestic football specials. For the latest odds, visit Ladbrokes Sports today!

Betting News Articles


DraftKings Eliminates Salaries in Brand New Pick’em Format
DraftKings Eliminates Salaries in Brand New Pick’em Format

With many punters turning away from traditional ‘season long’ fantasy sports, it’s no wonder that the DFS (daily fantasy sports) battleground is becoming increasingly competitive. The two main protago ... Read More

eSports Olympic Betting Market Could be Live by 2024
eSports Olympic Betting Market Could be Live by 2024

As if to prove that the incredible rise in the popularity of eSports is no passing phase, the co-president of the Paris 2024 Olympic bid has confirmed that he and his associates are considering adding ... Read More

Finland First to Recognize Pro eSports Players as Athletes
Finland First to Recognize Pro eSports Players as Athletes

The popularity of eSports has exploded in the recent years, with Finland taking the lead in the boom. The Nordic country is undeniably a forerunner when it comes to eSports thanks to The Finnish Centr ... Read More

BBC, Disney and Madison Square Garden Join eSports Movement
BBC, Disney and Madison Square Garden Join eSports Movement

Anybody needing proof eSports’ popularity is growing at an unchecked rate need only look at the latest three brands to join the movement. The BBC has signed on to show live eSports coverage while Disn ... Read More

NBA Commissioner: US Sports Betting Legal in Next Few Years
NBA Commissioner: US Sports Betting Legal in Next Few Years

The 'land of the free' continues to inch closer to legalising sports betting. Betting on sports in the US has faced a hard and long road to legality, with restrictions still in place across most state ... Read More

Raising the Bar: UEFA’s Growth of Women’s Football
Raising the Bar: UEFA’s Growth of Women’s Football

When it comes to women’s football, the bar is now constantly being raised. Gambling.com's "Raising the Bar" takes a look at the overall growth of women’s football among UEFA-registered nations through ... Read More

Betting Navigation

Newsletter

Sign up for the free Gambling.com Newsletter to stay on top of all the best bonuses!
We will never share or misuse your personal information. Privacy Policy

Latest Betting News

BettingGuides

Country Guide