Liverpool Football Club announces Ladbrokes as its new official betting partner

Liverpool Football Club and Ladbrokes have announced a new multi-year partnership that will see the UK betting operator, owned by Entain, become the club’s official betting partner in the UK and Ireland.

The partnership will provide Ladbrokes with a range of exclusive content opportunities and activations to reward customers, and from the start of the new season, Ladbrokes branding will be visible on pitch-side LED screens across Anfield and at St Helen’s Stadium, the new home of LFC Women’s first team.

In addition to providing opportunities to customers and fans, the partnership will support local communities as well. Building on the work of Pitching In, Entain’s grassroots sports investment programme, the partners will work together "to grow and inspire grassroots football as a means of improving people’s physical and mental health, especially in areas that face higher social challenges."

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 recognized 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."

Ben Latty, Chief Commercial Officer at LFC, said: “Ladbrokes is one of the most established and well-recognized 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.”

According to a press statement, this new agreement between LFC and Ladbrokes adheres to 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.

Moreover, Ladbrokes said its partnership with Liverpool is in line with Entain’s approach to partner with some of the "greatest clubs and competitions in football" which also includes partnerships between bwin and Borussia Dortmund, EuroBet and Juventus, as well as SportingBet and Libertadores.