Ladbrokes Partners With ITV


British sportsbook Ladbrokes, rated A on the rating guide at, has come into an agreement with ITV Sport, which will see visitors to the ITV website be able to engage in live betting. The partnership will allow ITV fans to visit the site, see live odds and place bets on various sports events.

The two sides gave their new product a test drive during the Euro 2012 football championships and by all accounts, it was a success. The widget, which was made by Fresh 8 Gaming, has received good reviews and should be ready to go.

The widget itself morphs to whatever page the visitor is on at the ITV site. So, for example, if they are on the Tour de France page, the Tour de France odds will pop up or if the page is French Open focused, then the odds will be related to the sport as well. Also, there is a ‘bet now’ tab in case the visitor wants to immediately place their wagers.

ITV is the major commercial public service TV network in the U.K., so this is a shrewd move by Ladbrokes to earn themselves some more exposure. While they’ll be providing a service to ITV where they offer their customers a new flavor of entertainment previously not seen on the ITV site, ITV is also providing Ladbrokes with a bigger share of the market and greater exposure, which can only help their brand.

This is a piece of good news for Ladbrokes, a company that hasn’t seen much of that lately. Recently, their shares slumped 9% (12 centers per share) after the company issued a profit warning suggesting that it was lower than expected.

Maybe this is the perfect type of partnership to help perk their profits – and exposure – up. We’ll have to find out if the market agrees.

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