Ladbrokes Appoint New CMO Kristof Fahy

Kristof Fahy has said he aims to “showcase the passion Ladbrokes brings to sport” in his new role as CMO at the Magic Sign.

Building The Brand

Fahy, the former William Hill marketing chief, was appointed by Ladbrokes in October to help CEO Jim Mullen in expanding Ladbrokes customer base.“Ladbrokes has an extremely strong brand and I’m looking forward to building upon that strength with our marketing, advertising and sponsorship activity,” Fahy said.”We want to deploy our considerable expertise, skills and brand strength in those places where our customers are most active.“We already have forged some outstanding opportunities with our SPFL partnership in Scottish football and our Challenge Cup sponsorship in rugby league and we have an appetite for more.”Ladbrokes Appoint New CMO Kristof Fahy

Mocking Authorised Betting Partner Scheme

At the moment, Ladbrokes are spending around 30% of their new revenues on marketing activity, but future investments could be directed away from British horseracing, as Fahy appears to mock the Authorised Betting Partner scheme.“We want to work with sports who appreciate what we can deliver and who understand the value we provide,” he said.Many expect Fahy to take on the CMO role at an enlarged Ladbrokes Coral business, though is yet to be confirmed. Meanwhile, Mullen described Fahy as a “high quality addition” during a “crucial time”.“Our products are now better than or at least on a par with the best in the market and we need to get more recreational customers on board,” Mullen said.“Kristof has an excellent track record in this area and he has the expertise and the fire-power to get the Ladbrokes brand seen in more places more often,” he added.Ladbrokes Appoint New CMO Kristof Fahy

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