Ladbrokes to Sponsor Australia’s PGA

Jake Cooper | 19 May 2017

Ladbrokes to Sponsor PGASporting events, online bookmakers and casinos seem to be a match made in heaven. A recent pairing to take advantage of is the Professional Golfers’ Association Australia, or the PGA Australia, and Ladbrokes. The betting giant has been supporting various sports down under for some time now, and announced recently that they have signed a 3-year sponsorship deal with the Australian branch of the PGA.

Deal Specifics

Under the terms of the deal, Ladbrokes receives naming rights to several different tours, and is named PGA Australia’s Official Betting Partner. They also get naming rights to matches that are allied with the main PGA events, namely the PGA Legends Tour and the PGA Pro-Am, as well as further sponsor integration with golfing events throughout Australia. This will include bespoke activities for fans at selected tournaments.

The Pro-Am pairs ordinary golfers with a tour player, and possibly also a celebrity. The event generates a lot of profit, much of which goes to charity. The Legends Tour is dedicated to senior players, and is open to those over 50 years of age.

The 3-year deal should give Ladbrokes a huge amount of exposure and generate a huge amount of interest and new business. It should also provide a good share of the funds needed to run PGA Australia – so it really is a case of everybody winning. The financial specifics of the agreement, which will run until the end of the golfing season in 2020, were not released.

What the Partners Said

Both Ladbrokes and PGA Australia seem to recognise the value of their mutually beneficial agreement. David Pryles, General Manager of the Australian PGA, commented that to have an internationally-renowned market leader partner the Pro-Am and Legends events was a huge boost to Australia’s professional golf establishments. He went on to say that he expected the deal to benefit amateur golfers as well as PGA Professionals, and that it was great for the profile of the sport.

Jason Kibsgaard, Chief Marketing Officer for Ladbrokes, has also discussed the alignment. He noted that the online and retail betting group took great pride in its involvement in various sporting codes across Australia, before expressing the team’s excitement at joining forces with Australia’s Professional Golfers’ Association. As a further sign of enthusiasm, the Ladbrokes logo can already be seen on the PGA website.