Online and land UK gambling group Ladbrokes is to launch its latest advertising campaign to coincide with the launch of Euro2008 football this weekend, featuring "a galaxy of football stars" that includes David Ginola, Ian Wright, Ally McCoist, Lee Dixon and Chris Kamara.
A shorter version of the ad will also run next week to support the bookmaker’s new reward card, OddsOn! which recently launched amid claims that it is the first loyalty card to be offered by a betting shop chain. Company spokesmen said that 150 000 cards were issued in the first three days.
Ladbrokes UK Retail managing director, Richard Ames, says: "The customer response to OddsOn! has surpassed all our expectation and we hope the TV advertising will ensure the take-up rate increases further."
Industry predictions are that the betting business in the UK and Ireland will take up to GBP 350 million over the Euro2008 tournament despite the absence of Brit nations.