The Premier League (PL) club, Liverpool Football Club (LFC) have developed a sponsorship association with Ladbrokes, one of the UK’s most widely recognised high-street and online betting brands, owned by the Entain multinational gaming group.
With this deal, Ladbrokes has become Liverpool’s official betting partner in the United Kingdom and Ireland. The agreement includes unique content possibilities, fan and customer incentive activations, and pitch-side LED advertising at Anfield and St Helen’s Stadium, the latter being the future home of the Liverpool women’s team.
Ben Latty, Liverpool’s Chief Commercial Officer, commented, “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.”
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.”
Ladbrokes and Liverpool emphasised that their new agreement will follow the recently adopted gambling sponsorship Code of Conduct.
Entain, Ladbrokes’ parent firm, has a history of cooperating with English football. Ladbrokes asserts that its association with Liverpool is intended to expand on Entain’s enduring support for English grassroots football through arrangements with the Trident Leagues.
Charlotte Emery, Chief Marketing Officer for Ladbrokes (Entain UK Brands), said, “We are absolutely thrilled to be partnering Ladbrokes with a football club with the history and stature of Liverpool FC. At Entain we’re committed to working only with partners that align with our values, and Ladbrokes and Liverpool have lots in common – great heritage, ambition, and a commitment to serve our communities, not to mention passion for football – making this the perfect partnership. We are also looking forward to continuing to support and inspire grassroots football, an area we have been committed to in recent years through our ‘Pitching In’ sponsorship of the Trident Leagues and Camden Town WFC.”
In recent times, arrangements between clubs and a few betting operators have sparked outrage on social media among some sections of England’s football fandom. Nevertheless, several well-known firms have still entered into football sponsorships. The famous one is BetMGM, which has formed partnerships with Newcastle United, Wolves, and Tottenham Hotspur.
Another example is Betway, which added Manchester City and Nottingham Forest to its portfolio.