Wagering firm Ladbrokes will partner with the Geelong Racing Club in a sponsorship deal that commences at the start of the 2024/25 racing season.
As part of the agreement, Ladbrokes has secured rights to the Geelong Cup - a key lead-up race to the Melbourne Cup.
The bookmaker will also have its name attached to the Coastal Classic, the feature race on Geelong’s stand-alone Saturday metropolitan meeting in January.
"Our key feature days, the Ladbrokes Geelong Cup and Ladbrokes Coastal Classic on Super Saturday will undoubtedly reach new heights under this partnership," Geelong chief executive Luke Rayner said.
The Ladbrokes partnership will replace the club’s existing sponsor bet365 from August 1.
"This was not a decision that was made lightly, and we ran a robust process to ensure the best possible fit for the club moving forward," Rayner said.
"Ultimately, we want to be a progressive club and we feel the partnership with Ladbrokes puts us in a strong position to deliver upon this into the future."
The partnership will see Ladbrokes integrated into various facets of the GRC, including capital investment in on-course facilities.
Geelong is the latest in a growing network of Australian race clubs to join the Ladbrokes stable.
Ladbrokes Australia executive director - stakeholder engagement Karl deKroo said the Geelong partnership enhanced the bookmaker’s commitment to racing.
"Geelong has proven itself as one of the most progressive provincial race clubs in Victoria and partnering with Luke and his team allows us to further cement our position as leaders in the market and support the vibrant racing community in Geelong," deKroo said.
