Champion jockey Frankie Dettori is the new brand ambassador for Ladbrokes, helping push the operator's marketing moves throughout 2016. Announced at the close of March, Dettori's appointment will see him represent Ladbrokes in variety of media campaigns as well as a new TV advert, currently in production.
In addition to adding a high profile sporting figure to its roster of ambassadors, Ladbrokes will be using Dettori's unique personality to reshape its marketing material and inject some fun into its brand. Ladbrokes UK Marketing Director, Dan Staples explained:
"We can't wait to get Frankie involved in work that is sure to excite our customers and colleagues."
Beyond showing his charismatic side in TV ads and sporting a Ladbrokes patch at every opportunity, Dettori's role will also see him offer horse racing betting tips for the operator's customers. Although the exact plans are unclear at this point, Staples hinted that he's looking forward reading Dettori's racing insights "throughout the upcoming flat season".
For fans of horse racing, Frankie Dettori is one of the greatest flat jockeys of the last few decades. Indeed, over the last five years he's managed to ride more than 350 winners in Great Britain alone and notch up around £17 million in career earnings. This record, combined with one of the most entertaining personalities in the racing world, has made Dettori a household name - the guy even has his own slot game; it's this status that Ladbrokes will be hoping to harness over the coming months.
In fact, as well as appealing to hardcore racing fans looking for Dettori's unique take on the sport, Ladbrokes will be using their new ambassador to reach new demographics. Much like online poker sites whom have used the likes of Neymar Jr and Cristiano Ronaldo to expose their brand to casual players and newbies, Ladbrokes will be hoping a high profile sportsman such as Dettori can bring some new customers into the mix.
The appointment of Dettori as brand ambassador will be the first real test for Ladbrokes Chief Marketing Officer, Kristof Fahy. Soon after taking up the position of CEO at Ladbrokes in March 2015, Jim Mullen announced that marketing would be central to his plans for the company.
This strategy led to the appointment of Fahy in January 2016 and since that time he's been working on a new wave of marketing material for the company. Filtering his new strategy through to his regional leaders, Fahy will be hoping that Dettori will provide the perfect combination of authority and fun to the Ladbrokes brand.
As for the man himself, Dettori believes his new role is a great opportunity for him to introduce horse racing to the masses:
"I've come to know the team there very well over the years and I'm looking forward to working more closely with them now. It's a challenge I am excited about and it's a great opportunity to promote racing as widely as possible."
If you'd like to try Frankie's world-class slot game - Frankie Dettori's Magic Seven - just head over to Ladbrokes Casino now!