Ladbrokes has a history and aging audience rooted in gambling. The brand’s long-term ambition is to shift from a betting giant to an entertainment leader and engage new audiences through it’s ‘World of Play’ strategy.
5-a-side football culture was seen as one opportunity for the brand to engage with a new audience. So we partnered with Powerleague to unlock a world of unexpected play for players across the nation with free pitch time and a national tournament – giving them the opportunity to Ball Like Never Before.
5-a-side venues up and down the country have a problem – the pitches with the best time slots cost more and are often booked out months in advance. So, we levelled the playing-field enabling new and established teams to save some wonga and win prime-time pitch time just by interacting with us on Twitter.
Week-in, week-out, recreational players see the pros playing for big money and prizes in the national leagues. So we stepped in with a nationwide 5-a-side football tournament like no other that anyone could enter, featuring a big money prize, NGTV pitches, DJs, surprise all-star boss final, free merch, personalised kit for finalists and more.
