Ladbrokes picks up FA sponsorship baton from William Hill

rokes has been announced as the official betting partner of the Football Association.

The long-term deal covers both the England men’s national team and the Emirates FA Cup.

The operator will take over from William Hill, which has been the official betting partner of the FA since 2012.

This is a significant victory for Ladbrokes CMO Kristof Fahy, who took over in January and struck the same deal when he was CMO of William Hill.

Fahy said: “As official partner, we want to be much more than a company which hands over a cheque, sits back and hopes for the best. As the best known brand in bookmaking, we have the passion and drive to ensure our customers and football fans alike can immerse themselves in all that makes English football so brilliant.”

The new deal will begin on 1 August and in-stadia betting rights for Wembley Stadium are included, a stadium which has a capacity of 90,000.