The group, whose Ladbrokes brand took more than £3m in bets on the 2004 Olympics, more than double the figure for the Sydney Games in 2000, has also seen a significant recovery in the state of its hotels division, helping drive the company’s half-year profits to £9m above market expectations.
The Ladbrokes brand itself appears in third place in the chart this week.
Asda keeps hold of top spot for a second week after its George clothing brand helped the supermarket usurp Marks & Spencer’s position as the UK’s biggest clothes retailer.
The widely reported chaos at Heathrow Airport caused by British Airways staff shortages ensured that the airline stayed at the bottom of the table for the second week, and secured London’s main airport a spot in the bottom five.
Shell fell to second from bottom after the Financial Services Authority fined the company £17m for failure to co-operate fully with an audit of the firm’s reserves.
Reputation Monitor is compiled by Thomson Intermedia’s National News Index, a measure of media sentiment that excludes stock market reports and passing mentions.