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Liverpool Football Club has announced a new multi-year partnership with Ladbrokes, making the UK betting operator, owned by Entain, its official betting partner in the UK and Ireland. This collaboration further enhances Liverpool's strong connections with prominent brands and marks a significant step in Ladbrokes’ growing presence in football sponsorship.
As part of the agreement, Ladbrokes will feature its branding on pitch-side LED screens at both Anfield and St Helens Stadium, home to Liverpool FC Women’s first team. Additionally, the partnership offers a range of exclusive content opportunities and activations designed to reward and entertain fans. From unique behind-the-scenes access to chances for fans to interact with players, the deal promises to deepen the club’s connection with its global fanbase.
The partnership also prioritizes community engagement, building on Entain’s grassroots sports investment initiative, Pitching In. Through this program, Liverpool and Ladbrokes aim to inspire and grow grassroots football, particularly in regions facing higher social challenges. The focus will be on improving physical and mental health through the power of sport.
Sameer Deen, Chief Commercial Officer at Entain, expressed his enthusiasm for the partnership: “A passion for football is at the heart of everything we do, so creating this partnership with Liverpool FC, one of the most iconic and globally recognised names in sport, is truly special. We are committed to working with partners who share our values, and in Liverpool, we have found the perfect match. The club’s great heritage, ambition, and commitment to serving communities align perfectly with our own objectives.”
Ben Latty, Chief Commercial Officer at LFC, also commented: “We are thrilled to welcome Ladbrokes, one of the most established high-street betting firms, to the LFC partner family. This partnership not only provides engaging opportunities for our fans but also supports important community initiatives. Together, we will continue to use football to enhance physical and mental wellbeing, particularly in areas facing social challenges.”
This partnership adheres to the Premier League’s new ‘Code of Conduct for Gambling-Related Agreements in Football’, ensuring that the collaboration promotes responsible gambling practices.
Ladbrokes’ involvement with Liverpool FC is part of Entain’s broader strategy to partner with some of the most prestigious clubs and football competitions worldwide. This includes existing partnerships with clubs such as Borussia Dortmund, Juventus, and competitions like the Libertadores, reflecting the brand’s deep commitment to football and its fans.
Sources: Liverpool FC, Entain
