Ladbrokes hedges election bets via lobbying advice

Leading bookmaker Ladbrokes has hired Westminster Strategy to advise it on the timing and outcome of the general election.

Leading bookmaker Ladbrokes has hired Westminster Strategy to

advise it on the timing and outcome of the general election.



WS director Mike Lee said the agency would provide ’the latest political

intelligence and gossip’ to help Ladbrokes calculate the odds on the

1997 general election. It is the first time the company has had a formal

arrangement with a lobbying firm.



Ladbrokes PR manager Simon Clare said that WS was part of a ’pool of

expertise’ on which the company is basing its calculations including

several other election experts who ’prefer to remain behind the scenes’.

The company has also commissioned opinion polls on voting

intentions.



Clare said that the company took a total of pounds 2 million on the

outcome of the 1992 election but is hoping to exceed that this year.

’It’s tough to make money on elections,’ he said. ’People who bet on

elections usually know a lot about politics. ’



Ladbrokes is offering even money on a March election or 7/2 on April and

8/11 on May. Labour is favourite to win at 1/6 on, with the Tories at

7/2.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in