Ladbrokes has launched a fan rewards platform called Ladbrokes LIVE, offering the public a chance to earn free tickets to live music, comedy shows and more.
The Entain-owned operator is delivering the platform through a strategic partnership with live entertainment venue The O2, music brand NME and event manager and producer AEG Presents.
The partnership also includes digital OOH media inventory at The O2 and sponsorship of the NME Awards show.
Kelly Rose, Head of Brand at Ladbrokes, commented: “We’re embarking on an exciting new era for Ladbrokes connecting thousands of fans with free access to artists and talent through the Ladbrokes LIVE platform.
“In The O2, AEG Presents, and NME we’re working with three of the biggest and most iconic brands in the entertainment industry and this means we will be able to reward our audiences with the chance to attend some of the most exciting live shows in Britain for free.”
As part of the partnership, the Ladbrokes LIVE Private Box will be established at The O2, offering premium tickets to live shows at the venue to users who sign up for the new platform.
Other event tickets that are up for grabs include the Luno Presents All Points East music festival, the Just for Laughs comedy festival and other UK touring shows.
“We are pleased to welcome Ladbrokes as a brand partner, and its customers to our world-famous venues like The O2, and best-in-class festivals with AEG Presents,” stated Georgina Iceton, Director – Partnership Activation at AEG Global Partnerships.
“The creation of a specially designed guest box at The O2, alongside unique live experiences across AEG Europe’s venues and live events will bring an exciting new dimension of entertainment not just for Ladbrokes customers, but all our visitors.”
Ladbrokes LIVE will also offer users a chance to win free access to NME’s Club NME series of events in venues across the UK.
Holly Bishop, Chief Operating and Commercial Officer at NME, added: “We are thrilled to announce the return of the legendary Club NME, once again providing fans with unforgettable live music experiences at some of the UK’s best venues.
“Thanks to Ladbrokes, all tickets will be completely free, making Club NME more accessible than ever. We’ll see you at the front.”