188Bet has become the Asian sports betting partner for football clubs Bayern Munich and Liverpool.
In two multi-year agreements, the online sports betting company will work with both brands to boost fan engagement in the region.
This new partnership will be a reunion for Liverpool and 188Bet, who previously worked together from 2009 to 2015, but it comes as a first for the German club.
Rouven Kasper, FC Bayern Munich’s President Asia, said: “We’re thrilled to welcome 188Bet to the FC Bayern family as a regional partner and we are very much looking forward to working together in bringing great experiences to our Asian fans.
“Our aim is to create a strong relationship and I am sure the joint cooperation between the two brands will create amazing moments together. We are delighted to be part of this journey.”
In a press release, Bayern outlined the key areas of collaboration, which will include branded digital assets, player content and the promotion of 188Bet via virtual advertisement in the Allianz Arena.
“We are pleased to be partnering with FC Bayern Munich and bringing the excitement of the most successful club in German football history to audiences in Asia,” said Nigel Singer, 188Bet Managing Director.
Despite working together in the past, this will also be 188Bet’s first Premier League partnership in five years.
Matt Scammell, Commercial Director at Liverpool FC, said: "Having the opportunity to reunite with 188Bet on a new partnership in Asia is incredibly exciting for us, and we are delighted to welcome them back to Liverpool FC.
“We are looking forward to working with an innovative and well-established company to deliver engaging in-market collaborative content for Asian audiences to engage with.”
Fans of the English club will be seeing a lot more of 188Bet, whose branding will be present on stadium LED advertising and Liverpool’s digital platforms.
“We are pleased to be partnering once again with Liverpool FC and bringing the excitement of a world class football club to audiences in Asia,” added Singer.