Wahlberg stars in new Ladbrokes ad 

by Charlotte Lee Last Updated
Wahlberg stars in new Ladbrokes ad 

An American actor and producer is starring in a sports betting marketing campaign in Australia.

Affiliate Insider reports that London-based gambling firm Ladbrokes has developed a new marketing campaign with Mark Wahlberg.

Ladbrokes’ parent company, Entertain, selected Wahlberg to front its Australian operations, but his hire comes as no surprise, given they have a history of using Hollywood actors to star in their ad and TV campaigns, recently featuring Danny McBridge and Jamie Foxx.

Hiring an A-list actor is hoped to bring some popularity to the marketing campaign.

It consists of Wahlberg dressed in a white suit and sunglasses while sitting on top of a golf cart.

He holds a smartphone that mimics: “Ladbroke it!”

Soon, viewers see an explosion in the background as Wahlberg laughs.

He takes the role of the new company chief executive, Mike Iceberg.

The scene was shot in Australia in late 2020 with Wahlberg adhering to mandatory quarantine guidance.

The gambling company has been slated for its past advertisements, with the Advertising and Standards Authority warning the company about one of their broadcasts in February 2021.

The ASA disapproved stating the advert “depicted gambling behaviour that was socially irresponsible”.

Ladbrokes was quick to shut down the accusations.

Entain entertains Tabcorp purchase

The British owner of Ladbrokes, Entain, is reported to be in the early stages of a buyout of Australian bookmaker and gambling heavyweight Tabcorp.

Bloomberg reported in February that Entain made a non-bind offer for the wagering and media division of Australia’s largest gambling company.

Discussions about a combination with Entain’s existing Australian business are at an early stage, the London-listed owner of the Ladbrokes betting chain said on Tuesday.

The offer could face competition as Tabcorp said the business has received “a number of unsolicited approaches and proposals” in recent weeks.

Any deal would give Entain extra scale in the region.

Sports betting has become a busy area for mergers globally as the industry transitions online and US states legalise wagers.

Last month, Entain rejected an $11 billion takeover approach from US casino operator MGM Resorts International.

Wagering and media is Tabcorp’s biggest division after the lotteries and keno business.

In the year to June 2020, wagering and media generated 40 per cent of its A$5.22 billion in revenue, company filings show.

“Given the consolidated nature of the Australian market, there are limited such opportunities left to look at,” Goodboyd analyst David Brohan said in a note to clients.

“Assuming any deal is completed at the right price we can see positives from a transaction.”

Entain’s statement confirmed an earlier media report by an Australia newspaper which said Tabcorp had received a breakup proposal in the past two weeks.

Tabcorp shares jumped 9 per cent in trading on Tuesday, valuing the company at A$9.9 billion.

Tabcorp sells stake in Jumbo Interactive

Tabcorp has entered into an agreement to sell an 11.6 per cent in online lottery business Jumbo Interactive for close to A$100 million.

iGamingbusiness reported in September that the Australian gambling operator will sell more than 7 million shares in Jumbo to stock broker UBS.

Tabcorp managing director and chief executive David Attenborough explained there was no longer a need for the business to hold a stake in Jumbo, after it formalised a long-term extension of its reseller agreement until August 2030.

Under the agreement, Jumbo will pay $15 million to Tabcorp, as well as a service fee of 4.65 per cent of subscription revenue, for reselling rights for lottery products in New South Wales, Victoria, South Australia, Northern Territory, Australian Capital Territory and Tasmania, as well as international jurisdictions.

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