The Hilton Group-owned company wants to exploit its commercial partnerships with Premiership football clubs Manchester United, Arsenal, Chelsea, Liverpool and Manchester City more aggressively.
The deals, which Ladbrokes signed in an effort to build a more coherent and persuasive football strategy in the eyes of consumers, will be initially leveraged through a series of tactical promotions created by 23red.
The first of these, called 'Footballers' Drives', features a prize draw offering the chance to live the lifestyle of a footballing icon by winning a Ferrari for a fortnight.
It is being promoted through online, press, outdoor, point-of-sale and sampling activity, and encourages consumers to register on the main Ladbrokes.com site to enter the competition.
Further activity will roll out over the coming months, as Ladbrokes.com aims to build on record first-half profits of £5m.
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