Ladbrokes has announced an alliance with The O2, AEG Presents and NME which furthers the betting firm's "ambitions in the world of entertainment". Apparently. It’s launching a new "digital entertainment platform that will reward thousands of fans with free access to the UK’s best live shows". Lovely stuff.
There'll be no betting involved, we are assured, though luck will still be a factor, in that users of the Ladbrokes Live platform will be able to enter competitions to win tickets to music and comedy shows. And that includes tickets to see shows at The O2 in London from the comfort of a Ladbrokes Live private box.
As for the NME tie up, that will see the return of the Club NME nights, which will take place around the UK. And, once again, free tickets will be available to win via the Ladbrokes Live website.
“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", says Head Of Brand at the betting company, Kelly Rose.
"In The O2, AEG Presents and NME we’re working with three of the biggest and most iconic brands in the entertainment industry", she goes on, "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”.
And hurrah for that. Good luck everybody. I bet you’ll do fine. Though, please note once again, there's no betting going on here.