Ladbroke hires marketing boss for online betting venture

Ladbroke has appointed Martyn Miller as head of marketing for its new online betting brand bet.co.uk. He will be the most senior marketing executive working on the launch, which takes place in November.

Ladbroke has also appointed Tempus-owned agency MVi to bet.co.uk’s online media and Internet account, which was previously handled by MindShare Digital.

It is thought that MVi will help broker deals between Ladbroke and companies such as Sky to run betting facilities on sporting events. Ladbroke is thought to be looking at incorporating golf and other sporting tournaments into the service and is in talks with a “major sports news provider”.

One observer says: “This is a huge growth area for Ladbroke. Customers will be able to take a punt on anything, although initially the offer will focus on sport.”

Bet.co.uk will initially offer football betting only. However, it is thought that Ladbroke will broaden the operation to include spread betting, where investors can bet on outcomes of events. The new service could also include share dealing.

Earlier this month, Ladbroke’s &£1.5m above-the-line media account was moved out of MindShare to Mansfield Lang Direct Media.

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