Online betting exchange Betfair has become the official betting and gaming partner of Liverpool Football Club.
The agreement covers markets in the UK, Denmark, Spain, Italy and Bulgaria, with Betfair able to advertise its services to supporters of the Merseyside club across digital platforms and in the matchday programme.
Betfair is set to give Liverpool fans unique offers and enhanced odds on their team’s matches, while a placement on Liverpool’s Wi-Fi gateway and social media integration are also part of the agreement.
Betfair brand director Mark Ody said: “We're excited to be working with a club of the scale and fame of Liverpool Football Club.
“It's a great match as Betfair excites consumers with a supercharged betting experience, bringing fans closer to the action through our innovative products."
Liverpool CCO Billy Hogan told the Premier League club's official website: “We are delighted to be joining forces with one of the world's largest online betting organisations.
"Regionalising partnerships means that we are able to work with brands, such as Betfair, in countries where they have the strongest presence and where our footprint can best match their brand objectives. Ultimately this means that we can deliver relevant and engaging programmes in those regions."