Liverpool Football Club has entered into a multi-year agreement with Ladbrokes, making the UK betting operator its official UK & Ireland betting partner.
This partnership, which aligns with the Premier League's new 'Code of Conduct for Gambling Related Agreements in Football,' aims to enhance fan engagement while supporting local communities.
Under the terms of the agreement, Ladbrokes will gain exclusive content opportunities and activation rights to engage Liverpool supporters.
Starting in the upcoming season, Ladbrokes branding will be displayed on pitch-side LED screens at Anfield and St Helen's Stadium, the latter of which is the new home of LFC Women's first team.
The partnership also aims to extend beyond commercial benefits and place a focus on community support. Through Entain's ‘Pitching In’ programme, for example, Ladbrokes will continue to invest in grassroots football with the intention of improving physical and mental health in socially challenged areas.
Commenting on the new deal, Ben Latty, CCO at LFC, stated: “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.”
Charlotte Emery, Chief Marketing Officer for Ladbrokes, added: “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 a passion for football – making this the perfect partnership.”
