Ladbrokes

From Horse Racing to Betting Empire

Ladbrokes was established in 1886 by Schwind and Pennington as a commission agent for elite horse racing bettors in England. Its transformation began in 1902, when Arthur Bendir joined and rebranded the company as Ladbrokes — a name inspired by Ladbroke Hall in Warwickshire.

The major breakthrough came in 1960, when the UK legalized betting shops. Ladbrokes capitalized on the opportunity, quickly expanding into high-street retail and listing on the London Stock Exchange in 1967. After decades of growth and experimentation — including ventures into hospitality — the company returned its focus to gambling.

In 2016, it merged with Gala Coral to form Ladbrokes Coral Group. Two years later, this entity was acquired by GVC Holdings, now known as Entain.

While Ladbrokes operates as a standalone brand, it is fully owned by Entain PLC, a global gambling group. As of 2025, Entain is led by Stella David, who became CEO following the departure of Jette Nygaard-Andersen in 2024.

What Ladbrokes Offers

Ladbrokes provides a full suite of betting and gaming products, catering to both retail customers and online users:

• Sports betting – The backbone of Ladbrokes’ offer, with full pre-match and in-play markets, a strong football focus, and legacy strength in horse and greyhound racing. Includes bet builders, odds boosts, cash-out, and live streaming on selected events.

• Online casino – Hundreds of slots, table games (roulette, blackjack), progressive jackpots, and live dealer options.

• Poker & virtuals – A dedicated poker platform and betting on virtual sports events.

Markets Where Ladbrokes Operates

Though deeply rooted in the UK, Ladbrokes has expanded well beyond British borders:

• United Kingdom – Ladbrokes remains one of the dominant high-street bookmakers in the UK, with an estimated 1,300 to 1,500 betting shops nationwide and a strong online platform fully integrated within Entain’s tech ecosystem. The UK continues to be the brand’s core market in terms of both revenue and visibility.

• Ireland & Northern Ireland – Ladbrokes maintains a significant retail presence across the island of Ireland, operating betting shops under its own name and offering a full digital sportsbook and casino experience aligned with UK standards.

• Belgium – Active since 1970, Ladbrokes is one of the few international brands with deep retail roots in Belgium. It operates more than 300 branded betting shops and maintains partnerships with around 400 newsagents. Online operations are also fully licensed and locally managed under the Ladbrokes brand.

• Australia – Ladbrokes Australia operates exclusively online under a local licence issued by the Northern Territory Racing Commission. The platform is tailored to the local market, with heavy focus on horse racing, sports betting, and promotions adapted to Australian consumer behaviour.

Licensing and Responsible Gambling

Ladbrokes operates under several major gambling licences, ensuring legal and regulated services across key markets. It is licensed by the UK Gambling Commission for both retail and online betting, the Belgian Gaming Commission for its operations in Belgium, the Northern Territory Racing Commission in Australia for online sports betting.

Sponsorship and Sports Visibility

Sponsorship has been a key part of Ladbrokes’ brand strategy. Between 2015 and 2020, the company served as title sponsor of the Scottish Professional Football League, boosting its visibility across the UK.

In horse racing, Ladbrokes sponsors the Ladbrokes Trophy at Newbury — one of Britain’s most prestigious steeplechases — and has supported events within the St. Leger Festival at Doncaster.

The brand has also invested in boxing, greyhound racing, and responsible gambling campaigns in collaboration with sports bodies and broadcasters.