The Tellytrack programme Under Starter’s Orders is to be sponsored by Ladbrokes SA, an arm of the British-based gambling company, from this Saturday.
Under Starter’s Orders, South African horseracing’s most popular show, gives a full preview of the day’s racing every Saturday and Sunday, with the latest news from trainers, jockeys and a panel of experts.
In announcing the sponsorship, which was negotiated by Phumelela Gold’s sales executive Clyde Basel, Ladbrokes SA’s marketing manager Anli Kotze said: “It’s all systems go for Ladbrokes SA. There were a few technical issues that we had to overcome but we are ready for business.
“It is so exciting to be part of `Under Starters Orders’ and we hope to satisfy sports’ viewers with some great television.”
Basel commented: “We have been in talks with Ladbrokes SA for some time now and eventually have an agreement that suits all parties.
“They realise the power of advertising and have secured the naming rights to such a popular show as Under Starter’s Orders. We wish them well with their fixed-odds business in what is already a competitive market and Phumelela Gaming & Leisure Ltd is happy we have reached an agreement that Ladbrokes SA will not offer the open bet (tote bets taken by fixed-odds operators and not bet on the tote).”