Starting August 1st, The Football Association (FA) will be sporting a new official betting partner as William Hill hands the reigns over to fellow industry giant Ladbrokes. The well established bookmaker will not only take over sponsorship of the English national team and the FA Cup but will also hold the in-stadium betting rights at Wembley Stadium.
The most notable aspect of this deal is the man behind it all, Ladbrokes' recently hired Chief Marketing Officer, Kristof Fahy. An industry veteran, Fahy was the CMO of William Hill during their securing of the 2012 FA sponsorship and was now the man behind a rival brand's securing of the same deal.
William Hill has been taking bets on sports for what seems like centuries, with football being one of their early markets. Since the days of taking betting slips off the streets for that day's football matches, William Hill has evolved into one of the largest and most recognizable bookmakers, both online and in shop, in the world. And with that growing popularity came a wealth of promotional campaigns, major sponsorship and lucrative endorsements.
One of the most notable sponsorships the elite bookmaker held throughout their history was The Football Association. In 2012, William Hill, thanks to then CMO Kristof Fahy, secured the rights to sponsoring all things FA, including the national team and the FA Cup, among other perks. For four years, even after Fahy bolted for The Telegraph, William Hill held the coveted title of the FA's official betting partner.
Then in January of 2016, Fahy rejoined the gambling industry fold by signing on as CMO of Ladbrokes and began shaking up the FA sponsorship battle. Once again Fahy found himself looking to secure one of the most coveted sponsorships in the industry for one of the biggest brands in the industry... déjà vu.
In January of this year, Ladbrokes made a huge splash with the announcement of their newest CMO. As mentioned, this came as a bit of a surprise considering the new hire, Fahy, held the same position with a serious rival in William Hill. But as the news passed, Fahy's hire by a former competitor seemed to fade into the obscurity of the internet till Ladbrokes' latest major announcement.
Early this week, Ladbrokes confirmed they will be taking over as the official betting partner of The FA, a title held by William Hill for the past four years. Immediately, those within the industry began realising they've seen this "movie" before. Fahy was the man behind William Hill's FA partnership only four years earlier and now finds himself in the same position only with Ladbrokes.
Thanks to Fahy's expertise and familiarity with the process and The FA in particular, Ladbrokes was able to secure the coveted partnership just as William Hill did in 2012. So starting August 1st of 2016, Ladbrokes will replace William Hill as the official betting partner of The FA.
Ladbrokes is considered by many to be among the most elite bookmakers on the planet. But despite all the recognition that comes with such an esteemed position, Ladbrokes tirelessly tries to consistently find new ways to expose their world-class bookmaker to the world.
Bringing on well-known former athletes and celebrities as brand ambassadors and securing sponsorship of major events are just a few of the schemes Ladbrokes has turned to recently to expand their exposure but the most recent FA partnership should bring more exposure than all those other endeavors combined.
The FA is a massive name in the world of football, both in the UK and internationally. The FA Cup is considered one of the most prestigious football tournaments in the world. Just last month during the 2016 FA Cup, it was reported 10 million TV-viewers tuned in.
Add that on top of the estimated 800 million followers of the English national team and Ladbrokes' is sure to see a massive spike in exposure. Oh and for good messure, the betting rights to Wembley tout 90,000 patrons per event.
To see what has pushed Ladbrokes to the top of the sportsbook industry, check out their topnotch online bookmaker today!
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