Liverpool Football Club has confirmed a multi-year collaboration with Ladbrokes, becoming the club’s new official betting partner in the UK and Ireland.
Activation of the partnership will see the operator benefit from opportunities to engage with customers and fans, with visibility at the club’s famous Anfield stadium.
Sameer Deen, Chief Commercial Officer at Entain, said: “A passion for football is at the heart of everything we do, so creating this partnership with Liverpool Football Club, one of the most iconic and globally recognised names in sport, is truly special.
“Across our Entain brands, we are committed to working with partners that share our values and help build and enhance customer trust. In Liverpool, we have found the perfect match – sharing great heritage, ambition, and a strong commitment to serving our communities.
“Many of Liverpool’s fans are already familiar with our Ladbrokes brand, and this partnership provides us with an exceptional opportunity to delight them for seasons to come. Football is the most popular sport among our customers, and this collaboration underscores our continued dedication to the sport and its fans.”
The deal will also see the firm building on the work of ‘Pitching In’, Entain’s grassroots sports investment programme, the partners will work together to grow and inspire grassroots football.
Ben Latty, Chief Commercial Officer at LFC, added: “Ladbrokes is one of the most established and well-recognised high-street betting firms, and we’re delighted to welcome them to the LFC partner family.
“This new partnership also enables Ladbrokes to continue driving forward with its local community work, using football to increase physical and mental wellbeing, particularly in areas of high social deprivation.”
This new agreement between LFC and Ladbrokes adheres with the Premier League’s new ‘Code of Conduct for Gambling Related Agreements in Football’, which has been introduced this season to ensure more responsible gambling sponsorships.
