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Ladbrokes announced the signing of a partnership agreement with Powerleague, allowing footballers in the UK and Ireland free access to Powerleague pitches. The deal also allows for the launch of its first ever nationwide tournament.
The partnership between Ladbrokes & Powerleague will begin in year one. It will see the betting company partner with the provider small-sided soccer. M&C Saatchi brokered the deal for Ladbrokes.
Powerleague and Ladbrokes will offer “Prime-Time Pitches”, which give customers access to free pitches during peak hours at 10 Powerleague clubs across the UK.
Ladbrokes will allow teams to enter the pitch giveaway via its Twitter channel. Prime-Time Pitches Giveaway will offer customers the opportunity to receive up to GBP 400 worth of pitch time over a four week period.
A nationwide 5-aside football tournament will be part of the partnership, giving players the opportunity to win the title of “best 5-aside team in the UK”. The tournament will feature 480 teams from four Powerleague Clubs with the grand final being held in Birmingham.
“There will be more entertainment that just the action on pitch. Ladbrokes stated in a statement that the qualifying rounds and final will feature live music, live screenings and celebrities, and will be linked with cultural and football events.
Players will be able to use Powerleague’s pitch camera technology during the tournament. This allows them to “capture and record moments of skill”. Ladbrokes will share the most memorable moments on their social media channels and award prizes to the winners.
Customers from Ireland will be able to take advantage of the partnership with Ladbrokes, thanks to the “Prime Time Pitches” offer at Powerleague Dublin Spawell. Ladbrokes and Powerleague are collaborating to host a “Goals in Holes” activation at Leopardstown’s Dublin Racing Festival. Racegoers can win a prime-time pitch by finishing on the “Goals in Holes leaderboard,” where they earn points for every hole they pass.
Kelly Rose, Head Brand of Ladbrokes said that the partnership with Powerleague is a dream come true. This partnership will allow Ladbrokes to be a part of the football culture and entertainment and it really underlines our “We Play Together” proposition.
Rose said that she wanted to offer all players the chance to claim a pitch at prime time for free. Rose also stated that Rose’s first ever national tournament will combine football and popular culture in a way never seen before.
Dominic Reed, Head Commercial of Powerleague, stated: “We are thrilled to launch this partnership with Ladbrokes, and building upon the ‘We Play Together” messaging that resonates so well. Powerleague customers, as well as the larger 5-a-side community, are in for a game-changing experience at their local Powerleague venue in tournament football.
Reed said, “We hope that over the course of the partnership, many more players from our communities will have the opportunity to claim their prime-time slot and participate in the health and wellness benefits that Powerleague offers.”
