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
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