Ladbrokes unveils Europa League sponsorship idents with SapientNitro

Ladbrokes has unveiled a series of eleven idents with SapientNitro to promote its mobile app during its sponsorship of the Europa League on ITV.

The idents continue the theme of the ‘Game On!’ ads featuring Tiziano Crudeli, with the Italian football commentator ‘crashing’ non-football related ads featuring Sky football pundit and ex-footballer, Chris Kamara to introduce the app.

Malcolm Poynton, chief creative officer at SapientNitro, said: “With Soccer AM and Ladbrokes fans having parodied Ladbrokes’ ‘Gym’ and ‘Shampoo’ ads, we’re excited to serve up the next wave of Kammy and Tiziano encounters to promote Europa League. I’ve no doubt Tiziano’s insistence on football over pottery or DIY will chime with football fans nationwide.”

The idents, which broke yesterday, will also provide the digital sponsorship online.

Adam Collett, marketing communications director at Ladbrokes, said: “Our Game On! campaign has been a great success for Ladbrokes since its launch and the sponsorship of ITV's coverage of the Europa League will help us reach even greater numbers of football supporting betting customers.

"Tiziano Crudeli and Kammy are a brilliant, funny and powerful team helping us communicate our brand in a truly engaging and entertaining way.”

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.