British bookmaker Ladbrokes is racing ahead with plans to expand its Irish business by seeking to buy rivals in the North.

The company bought North West Bookmakers in Derry earlier this year, and is now advertising in the hope of picking up similar opportunities in the area.

The group, which has close to 210 betting shops throughout the island of Ireland, is also seeking to expand in the Republic, where it plans to grow its 194 outlets to 220.

Overall, it expects to have increased its Irish network to 240 shops over the next two years.

The company was one of the first out of the traps to exploit changes in British gambling laws that allow bookmakers to advertise on television.

It recently launched a series of adverts featuring former Arsenal player Ian Wright and former Rangers and Scotland player Ally McCoist acting as builders arguing over the English Premiership.

It has also stepped up its Irish marketing campaign, and last week signed a deal to sponsor the stayers' hurdle at next year's extended Punchestown Festival.

The group is tying it in with a similar race at Cheltenham, and is billing the two events as the Ladbrokes World Series Hurdle, with the championship decided in the Irish race.

Last August, the group reported that the operating profit for its entire Irish business rose by 83.8 per cent to £12.5 million (€18.5 million) in the first half of 2007, from £6.8 million last year.

In a trading statement the group subsequently said that it was experiencing strong growth in Irish business.