Ladbrokes Recruits Mark Wahlberg to Help Make Racing More Exciting

Ladbrokes has launched its latest brand campaign in Australia, ‘Ladbroke It’, featuring Hollywood A-Lister Mark Wahlberg.

The new national campaign is aimed at making horse racing even more exciting, and sees Wahlberg star as ‘Mike Iceberg’, Ladbrokes new (CEO) Chief Entertainment Officer. Iceberg has coined the term ‘Ladbroke It’, which is all about turning up the dial on excitement and entertainment.

"Aussies have a great sense of humour and it was really fun to bring “Mike Iceberg” to life. Ladbrokes has been great to work with and I like that this campaign encourages people to gamble responsibly," said Mark Wahlberg.

‘Ladbroke It’ features a series of advertising materials featuring ‘Mike Iceberg’ including a landmark commercial dedicated to player protection, set to the iconic soundtrack of “The Gambler”.

Ladbrokes, part of Entain, one of the world’s largest sports-betting and gaming groups,

is committed to reaching over 8 million Australians with its dedicated ‘Stay in Control’ messaging which helps Aussie punters understand that if it’s no longer entertaining, it’s time to walk away.

James Burnett, Group Chief Marketing Officer, Ladbrokes Australia said securing Wahlberg’s services and filming the campaign in the midst of a global pandemic had been challenging but deeply rewarding.

“Mark is a renowned and talented actor, and we knew he was the perfect person to front this campaign and bring the charismatic ‘Mike Iceberg’ to life,” Burnett said.

“Mark brings the entertainment factor, whilst also being able to convey the important message that if it’s no longer enjoyable, you need to know when to walk away.

“‘Ladbrokes is committed to encouraging Australian punters to gamble safely and stay in control of how they bet and play. ‘Ladbroke It’ is about making having a bet even more fun and unmissable for punters, whilst simultaneously being enjoyed sensibly.”

Ladbrokes worked closely with state and federal health authorities to shoot the ‘Ladbroke It’ campaign which was filmed at the ICC Sydney over 5 days in December.

The ‘Ladbroke It’ campaign will run nationally in Australia throughout the year across broadcast, print, digital, social and out of home platforms.

Click here to view the ‘Ladbroke It’ campaign.



Natalie Duncan, Head Thinker – Earned Media
Tel: +404 185 537

Entain Australia

Karl deKroo, Executive Director - Corporate Development
Tel: +61417 690 535
[email protected]

About Entain
Entain plc (LSE: ENT) (Formerly GVC Holdings plc) is a FTSE100 company and is one of the world’s largest sports-betting and gaming groups, operating both online and in the retail sector. The Group owns a comprehensive portfolio of established brands. Sports Brands include Ladbrokes, Neds, Betstar and Bookmaker in the Australian market. Gaming Brands include CasinoClub, Foxy Bingo, Gala, Gioco Digitale, partypoker and PartyCasino. The Group owns proprietary technology across all of its core product verticals and in addition to its B2C operations provides services to a number of third-party customers on a B2B basis. The Group has also entered into a joint-venture with MGM Resorts to capitalise on the sports-betting and gaming opportunity in the US. The Group is tax resident in the UK with licenses in more than 20 countries, across five continents.

For more information see the Group’s website: