Online bookmaker Ladbrokes has re-affirmed its commitment to Northern Territory Racing and racing in general, this week striking a long term agreement with the Alice Springs Turf Club.

The five-year deal will see the iconic Pioneer Park renamed Ladbrokes Pioneer Park, showcasing the support of the wagering company whilst also upholding the traditions of the region.

“I am thrilled to partner with Ladbrokes especially as the five-year deal is a great endorsement of racing in Alice Springs and the Northern Territory,” Alice Springs Turf Club CEO, Jason Cornell said.

“The Alice Springs Turf Club and its members are very proud of the history and legacy of racing at Pioneer Park so it was vitally important to have a respected brand and long term deal for naming rights.”

Ladbrokes is already a key stakeholder in NT Racing having commenced a successful partnership with the Darwin Turf Club in 2016.

“Racing is a nationwide pastime and that’s why we are so thrilled to partner with race clubs at various ends of Australia,” Ladbrokes Chief Marketing Officer, Jason Kibsgaard said.

“Racing in the Territory is very unique and at Ladbrokes we pride ourselves on innovation so the ‘Outback Races’ branding of the Alice Springs Turf Club is a great fit.”

A total of 34 race meets a year are held at Alice Springs Turf Club, with the feature, the XXXX Gold Cup Carnival on Monday May 1, the last of five consecutive weekends of racing at the club.

Ladbrokes ambassador, former champion trainer and XXXX devotee, Peter Moody, was especially happy with the new agreement.

“Alice Springs has great history as a horse racing community and there’s no better time to visit than during Cup carnival,” Moody said.

“This is a wonderful partnership and I can’t think of many better Aussie racing experiences than having an ice cold XXXX Gold can at Ladbrokes Pioneer Park.”