British Masters golf signs on Ladbrokes and LIFElabs

Sky Sports British Masters have signed two new Official sponsors, betting company LadBrokes and digital currency firm LIFElabs, for this month’s golf tournament in England.

The new deal will see Ladbrokes-branded betting booths and an exhibition unit in the spectator village, where those placing bets will have special offers available to them.

LIFElabs, who is the first digital currency to sponsor the British Masters, aims to make the benefits of digital currencies available to the general public.

As part of the deal, the digital currency firm will hold a hole-in-one contest on the ninth hole, where the winner gets £10,000.

A further £10,000 will be split between the European Tour Foundation and Cancer Research UK.

LIFElabs CEO, Luke Chittock said: “We partnered with the European Tour because it is an innovative brand within the golfing world, with one eye firmly fixed on the future.”

The golf tournament will be hosted by 2013 US Open Champion Justin Rose, and will take place October 11-14 at the Walton Heath Golf Club

The British Masters generated 22 million social media impressions and saw a 13 per cent rise in attendance last year.

Pay-TV sports channel Sky Sports is the title sponsor for the event, whilst the Official Partner tier is comprised of Bridgestone, Dubai Duty Free, Hero and Tata Communications.

Ladbrokes and LIFElabs join the British Masters other Official Sponsors, Adidas and TaylorMade