LADBROKES BETTING SHOPS

The New Year of 2007 also saw consolidation in the shape of the acquisition of Sponsio, Ladbrokes’ online betting and gaming partner in relation to operations in Sweden, Norway, Denmark and Finland: countries that had proved highly receptive to Ladbrokes.com. The original partnership was forged in 2001. The Gambling Act 2005, which came into effect on 1 September 2007, saw betting shop opening hours extended to between 7 am and 10 pm accompanied by the removal of restrictions on radio and television advertising. Within a matter of weeks, Ladbrokes launched a £5 million national TV advertising campaign: a ‘first’ for the Company and for the bookmaking fraternity.

The same year also witnessed the divestment of Vernons football pools: sold to Sportech for £47 million. The rest is ‘recent’ history, including the launch of the Company’s OddsOn! loyalty card in the summer of 2008. The scale of the ‘take up’ surpassed even Ladbrokes’ expectations with cardholders currently accounting for around 40% of over-the-counter transactions in the UK.

Ladbrokes’ retail estate, including the UK, Ireland, Belgium and Spain, encompasses 2, 700 outlets, while Ladbrokes.com, with more than 765, 000 active clients, distributes the Company’s betting and gaming products to more than 30 countries, in 18 languages and currencies, 24 hours a day, 365 days of the year. The Ladbrokes brand, born more than 120 years ago courtesy of a signpost to Ladbroke Hall in Worcestershire, has travelled well.