Liverpool FC Announces Multi-Year Partnership with Ladbrokes as Official Betting Partner

Liverpool Football Club (LFC) has officially announced a new multi-year partnership with Ladbrokes, a leading UK betting operator owned by Entain. This collaboration designates Ladbrokes as the club’s official betting partner in the UK and Ireland, enhancing fan engagement and community support.

The partnership is set to offer Ladbrokes a range of exclusive content opportunities and fan activations, with the aim of rewarding and entertaining both customers and Liverpool supporters. Starting from the upcoming season, Ladbrokes branding will be prominently displayed on pitch-side LED screens at Anfield, as well as at St Helen’s Stadium, the new home of LFC Women’s first team.

In addition to fan engagement, the partnership will extend its impact to local communities. Building on Entain’s grassroots sports investment programme, Pitching In, LFC and Ladbrokes will collaborate to support and inspire grassroots football. This initiative will focus on improving physical and mental health, particularly in communities facing higher social challenges.

Ben Latty, Chief Commercial Officer at LFC, expressed his enthusiasm about the partnership, stating, “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.”

Charlotte Emery, Chief Marketing Officer for Ladbrokes (Entain UK brands), echoed this excitement, saying, “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.”

Sameer Deen, Chief Commercial Officer at Entain, also highlighted the significance of this collaboration: “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.”

Deen further emphasized the connection between Ladbrokes and Liverpool fans, stating, “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.”

This agreement between LFC and Ladbrokes aligns with the Premier League’s newly introduced ‘Code of Conduct for Gambling Related Agreements in Football,’ which has been implemented this season to promote more responsible gambling sponsorships.

Ladbrokes’s partnership with Liverpool is part of Entain’s broader strategy to collaborate with prominent football clubs and competitions. This approach also includes partnerships between Entain’s other sports betting brands, such as bwin’s partnership with Borussia Dortmund, EuroBet’s with Juventus, and SportingBet’s with the Copa Libertadores.

By fLEXI tEAM