International gaming and technology firm 1xBet has added a further sporting partnership to its ever growing roster, after unveiled a new multi-year deal alongside Liverpool FC.

Under the terms of the agreement the organisation has become official global betting partner of the Champions League holders, with supporters set to be able to take advantage of exclusive offers and sporting entertainment.

Billy Hogan, managing director and chief commercial officer of Liverpool FC, said of the deal: “We are delighted to welcome 1xBet as our newest partner. I am sure that their games and special offers will appeal to our fans around the world, and we look forward to starting the 2019/2020 season with them on board.”

Under the terms of the partnership 1xBet is to use the partnership to increase brand awareness within its key global markets through stadium branding at Anfield, as well as on Liverpool FC’s digital platforms. 

Furthermore, access to first-team players and club legends is to also be afforded, to provide fans with additional ways to interact and engage with the club and its stars, both past and present.

Alex Sommers, 1xBet spokesman, added: “Liverpool FC is one of the world’s most iconic football clubs with a wealth of history and a huge global fan base. We’re incredibly excited to be partnering with the club to meet our goal of bringing fans closer to the sporting action through our innovative products and supercharged betting experience. 

“We’re very proud of the relationship we have with Liverpool Football Club, and we’re keen to work closely with fans around the world to bring them exciting entertainment opportunities and unique offers in the upcoming season.”

Last week 1xBet united with FC Barcelona on a five year basis, becoming a new global partner of the Spanish giants through to June 30, 2024.