Ladbrokes backs Nursery of Champions in new racing club partnership

WAGERING firm Ladbrokes will partner with the Bendigo Jockey Club in a major new three-year sponsorship deal to kick-in at the start of the 2025-26 racing season.

From 1 August, Ladbrokes will join the club as its new principal partner, supporting the club’s aims to deliver high-quality racing, strengthen community engagement and host major events that position Bendigo as a leader in regional racing and entertainment.

Under the deal, Ladbrokes will take naming rights of the club’s two flagship races – the Group 3 Bendigo Cup and Listed Golden Mile – as part of a broader three-year partnership.

The announcement on the eve of the new racing season comes less than 100 days out from this year’s Ladbrokes Bendigo Cup on Wednesday 29 October.

BJC CEO Paul Scullie welcomed the new announcement and emphasised the alignment between the two brands.

“This is a landmark partnership for the Bendigo Jockey Club and one that not just supports our feature race days, 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.”

Long known as the Nursery of Champions, the new three-year deal 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,” said Andrew Vouris, interim CEO of Entain Australia, which operates Ladbrokes.

“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.

“We see enormous potential in this partnership.

“With a passionate local racing community behind it, we’re confident these races (the Cup and Golden Mile) will go from strength to strength.”

Bendigo Jockey Club chairman Jack Lyons hailed the partnership as a vote of confidence in the club’s direction.

“This collaboration with Ladbrokes recognises the strength of our club and the role we play in the wider industry,” Lyons said.

“This will enable us to continue enhancing the racing experience through a range of activations for our participants, members, commercial partners and patrons alike.

“It’s a significant endorsement of the work our team and board have done to elevate our racing program and facilities.

“We look forward to building something special together with Ladbrokes over the coming years.”

As it embarks on an exciting new chapter, the club has expressed its thanks to bet365 and Apiam Animal Health for their long-standing support.

Both partners will end their official sponsorship at the conclusion of the current racing season.

Scullie lauded their contributions as ‘instrumental’ in shaping the club’s success.