Ladbrokes unveils Frankie Dettori as brand ambassador

The deal will see Dettori become the face of some marketing, brand, media and internal communications campaigns for the firm while his racing views will be published throughout the year exclusively.

The deal, which is the most extensive of its kind to date for Ladbrokes will also make use of Dettori's profile to promote other events in the bookmaker's portfolio of sport sponsorships.

Commenting on the news Frankie Dettori said: "I am really pleased to be working with Ladbrokes. I've come to know the team there very well over the years and I'm looking forward to working more closely with them now. It's a challenge I am excited about and it's a great opportunity to promote racing as widely as possible."

Dan Staples, Marketing Director, UK at Ladbrokes said: "Frankie has been the biggest name in the sport for two decades. He is pure box office and we're delighted that he's joining Ladbrokes as our ambassador. His sporting passion for everything from Ascot to Arsenal is infectious and makes him stand out as the ultimate fit for our brand."

Staples added: "We can't wait to get Frankie involved in work that is sure to excite our customers and colleagues. His views throughout the upcoming Flat season are also sure to be entertaining."