Ladbrokes partners with 02, AEG Presents and NME on new entertainment platform Ladbrokes Live

UK bookmaker Ladbrokes has launched Ladbrokes LIVE, a new digital entertainment platform. LIVE is described as set to reward "thousands of fans" with free access to the UK's "best live shows", powered by strategic partnerships with O₂, AEG Presents and NME.

The Ladbrokes LIVE digital hub will give both existing customers and new Ladbrokes users the chance to win free access to live music and comedy shows. Users must be eighteen and over to register for the platform. No betting is required to participate.

The Ladbrokes LIVE launch sees Ladbrokes partner with The O₂, a live entertainment, leisure and retail destination; AEG Presents, which promotes and manages concerts and tours; and music news publication NME. 

Through these partnerships, Ladbrokes LIVE promises to reward with "free access to thousands of tickets and unique live experiences," including premium tickets to live shows at The O₂ within a specially designed Ladbrokes LIVE Private Box.

Kelly Rose, Head of Brand for Ladbrokes, said: "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."

In addition to music, those signing up on the Ladbrokes LIVE platform will have the chance to win free access to a wide range of live events including the Just For Laughs comedy festival,  the Luno Presents All Points East festival, and other touring shows across the country. 

The collaboration between Ladbrokes and NME also sees the return of the Club NME nights with a series of dates across the UK featuring "headline talent and unmissable DJ sets". Fans will be able to win free access to Club NME nights through the Ladbrokes LIVE platform.

The Ladbrokes LIVE campaign also includes "significant" digital OOH media inventory at The O₂ and sponsorship of the NME Awards show. 

Will Dowdy from AEG Global Partnerships added: "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."

"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."

Holly Bishop, Chief Operating and Commercial Officer at NME, said: "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."