Ladbrokes Leads Euro 2016 Race, Signs Kamara and McCoist

April 26th, 2016


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!

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