Ladbrokes treats champion jockey Frankie Dettori to a little Mayfair glamour as he becomes the brand's ambassador

Edith Hancock
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Newmarket Races
How we imagine Dettori celebrates when he finds out where the next meeting with Ladbrokes is (Source: Getty)

Champion jockey Frankie Dettori has been working hard in Mayfair.

Earlier this month, The Capitalist joined Dettori at travel firm Palatinate's 10th anniversary lunch at Sexy Fish, but the Italian jockey was dragged from his table mid-starter by his manager to have a covert chat with Ladbrokes PR boss Mike Dillon.

A week later, we spoke to the firm's bookies in Cheltenham about the chance encounter. Dettori wasn't joining Ladbrokes at the racing meet, but one political betmaker cryptically promised: "We'll be seeing a lot more of him soon".

Another spokesperson for the firm was more direct: Dettori has just been confirmed as the bookmaker's newest brand ambassador, and Ladbrokes is already putting him through his paces. Execs led the jockey back to Mayfair on Monday to start filming a series of adverts at the swish 34 Grosvenor Square.

According to the bookie, it was a happy coincidence that Dillon was in the west end while Dettori dined with Palatinate, a travel firm he recently bought a stake in, but "it was a perfect opportunity to dot the Is and cross the Ts."

The Capitalist suggests Ladbrokes might want to continue having business meetings in Mayfair's trendiest restaurants if they want to keep the jockey sweet.

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