The deals between Bendigo Jockey Club and online bookmaker Ladbrokes, and Picklebet and Warwick Turf Club, come off the back of two Sportsbet deals in Queensland.
Wagering firm Ladbrokes has increased its Victorian footprint after announcing a new partnership with a prominent regional race club.
The bookmaker has signed a three-year deal with the Bendigo Jockey Club to become principal partner with the racetrack branded as the “Nursery of Champions”.
Bendigo will join the Moonee Valley Racing Club and the Cranbourne racetrack, operated under the Southside Racing banner, as Victorian racing strongholds aligned with Ladbrokes.
Bendigo has forged a reputation for producing some of the nation’s most exciting racing talent and the partnership acknowledges the club’s proud history and ambitious future.
“Bendigo has always punched above its weight, and we are excited to be involved with the club as they embark on a new chapter,” Entain Australia interim chief executive Andrew Vouris said.
“We are proud to support the industries that support us, and this partnership recognises the contribution Bendigo has made to the Australian racing industry over decades.”
As the club’s principal partner, Ladbrokes will sponsor its two flagship races – the Bendigo Cup and the Golden Mile.
The Bendigo Cup is one of the final lead-up races to the Melbourne Cup while the Golden Mile meeting is the centrepiece of the BJC’s autumn.
“We see enormous potential in this partnership,” Vouris added.
“With a passionate local racing community behind it, we’re confident these races will go from strength to strength.”
Matt Stewart
BJC chief executive Paul Scullie welcomed the announcement, highlighting the alignment between the two brands.
“This is a landmark partnership for the Bendigo Jockey Club and one that supports not just our feature racedays but our long-term ambitions across racing, community, and events,” he said.
“Ladbrokes aligns with our purpose of delivering an engaging and entertaining experience.
Their support will enhance the on-course offering for both participants and patrons, while reinforcing Bendigo’s position as one of Australia’s leading regional race clubs.”
Bendigo previously had a naming rights deal with animal health company Apiam while bet365 has been the club’s previous wagering sponsor.
Meanwhile, in an alliance described as “a powerful collision of tradition and innovation”, the Warwick Turf Club in Queensland and Picklebet will join forces in a sponsorship deal.
“Our partnership with the Warwick Turf Club will allow us to support the club, local racing industry and community,” Picklebet chief executive Nick Heaney said.
“Warwick is steeped in tradition and has been part of the fabric of Queensland racing for a long time. Being part of that journey is a privilege.”
“We’re also excited to bring the Picklebet way of doing things to the track.
“We’re all about fun and we’ll inject that at the right moments. Whether it’s our promotions, merch or app experience, we want members and racegoers to love engaging with us.”
Founded in 2020, Picklebet is positioning itself as a next-generation betting platform in the racing, sports, and esports space.
The company is based in Australia but it has global ambitions with an office in Manila supporting operations out of Brisbane, Sydney and Darwin.
It has a growing presence in the wagering landscape as a naming rights sponsor of the Werribee Racing Club in Victoria, while it signed a four-year partnership with NRL powerhouse Penrith before the start of the 2025 season.
Sportsbet recently secured naming rights deals for the Bundaberg and Nanango Race Clubs in Queensland.
