Sponsorship echo – Ladbrokes scoops up Stradbroke naming rights

Queensland’s premier race, the Stradbroke Handicap, will have a new marquee sponsor for the next four years with the Brisbane Racing Club securing a long-time deal with wagering giant Entain, in what will create the Ladbrokes Stradbroke.    

The rhyming sponsor-race agreement begins in 2026, in what will be the 133rd running of the race, while the BRC has also secured an extension of Ladbrokes’ wider sponsorship of the Stradbroke Raceday, and the broader Stradbroke Season.

It is a significant deal as it has been unclear exactly what Entain’s approach to club sponsorship may be after a marked change in strategy when Australia and New Zealand chief executive Andrew Vouris took over in mid-2025.

Entain has said it intends to continue its involvement in major racing events and clubs, and this new deal confirms that approach.

It is also the first major sponsorship announcement in Queensland racing involving a wagering company since the Crisafulli state government confirmed it would not be cutting Point Of Consumption Tax when it released The Next Lap review in December.

That decision upset senior wagering executives who had been lobbying hard to get a reduction from 20 per cent to 15 per cent.

It has been expected that the big bookmakers may reduce their sponsorship footprint in Queensland, and although that may still occur, this deal is a step up in commitment for Entain and its chief Australian brand Ladbrokes.

The announcement on Tuesday said the extended partnership further reinforces Ladbrokes’ position as a leading supporter of Australian racing and the national wagering market, with a particular focus on Queensland as Australia’s premier winter racing destination.

The deal is important for the BRC, with chief executive Karl deKroo, saying it was “a natural evolution of an already strong and successful partnership”.

“Ladbrokes’ deep and ongoing commitment to racing in Brisbane and across Queensland makes this a fitting and well‑deserved alignment, placing their brand alongside Queensland’s premier thoroughbred race – now in its 133rd renewal, and winter carnival,” deKroo said in a statement.

“Since Brisbane Racing Club and Ladbrokes signed a landmark partnership in 2022, we’ve built one of the strongest collaborations in Australian racing.

“Together, we’ve delivered raceday and event experiences at Eagle Farm and Doomben that are engaging, innovative and memorable for racegoers and event attendees.”

It is also an important deal for deKroo, who took over at the BRC in late 2024, after the sudden departure of predecessor Tony Partridge earlier that year.

A former Entain and Newscorp executive, he has been praised for bringing stability to the club at a senior level during a time when long-time chairman Neville Bell also departed.

Entain has its Australian corporate headquarters in Brisbane and the move strengthens its relationships in Queensland.

“Ladbrokes has a long‑standing commitment to Australian racing, and partnering with the Brisbane Racing Club on Queensland’s premier race is a powerful reflection of that ongoing support,” Vouris said.

“With our head office based in Brisbane, it’s particularly meaningful to back the state’s showpiece race and play a role in showcasing Queensland racing on the national stage.

“The Stradbroke is a race with extraordinary history and prestige, and Ladbrokes is proud to support an event in our home city that continues to produce champions such as Rough Habit, Alligator Blood and Black Piranha, while capturing the imagination of racing fans year after year.”

The Stradbroke was previously sponsored by The Star, the casino and entertainment company, which has endured recent difficulties and has stepped back from its racing partnerships.