Liverpool FC has announced a new multi-year partnership with Ladbrokes, one of the UK‘s leading betting operators and owned by Entain. This agreement therefore makes Ladbrokes the club’s official betting partner in the UK and Ireland.
The collaboration between Liverpool FC and Ladbrokes offers a range of benefits for fans. From the new season, the Ladbrokes brand will be displayed on LED screens around the pitch at Anfield. Just like at St Helens Stadium, which is the new home of Liverpool FC Women. This ensures significant brand visibility during games.
In addition to brand exposure, the partnership aims to engage and reward fans with exclusive content opportunities and activations that promise to entertain the fan community. This approach reflects Ladbrokes’ commitment to delivering unique, value-added experiences for Liverpool FC followers.
Support for communities and grassroots football
The partnership is not just limited to fan entertainment. Ladbrokes, through Entain‘s Pitching In program, will continue to support grassroots football. Thus, promoting physical and mental health, especially in regions with significant social challenges.
This effort is part of a larger initiative that seeks to improve the well-being of local communities through sport.
Details of the partnership between Liverpool FC and Ladbrokes
Ben Latty, commercial director at Liverpool FC, commented on the partnership: “Ladbrokes is one of the most established and recognized high street betting companies. Furthermore, we are very happy to welcome her to the LFC family of partners.”
Latty also highlighted the positive social impact of the partnership: “This new partnership also allows Ladbrokes to continue to advance its local community work. This time, using football to increase physical and mental wellbeing, particularly in areas of high social deprivation.”
Charlotte Emery, Marketing Director at Ladbrokes, expressed excitement about the new partnership, stating: “We are absolutely thrilled to be partnering Ladbrokes with a football club with the history and stature of Liverpool FC.
At Entain, we are committed to only working with partners who align with our values, and Ladbrokes and Liverpool have a lot in common – great heritage, ambition and a commitment to serving our communities, not to mention a passion for football – making this the perfect partnership.”
Emery also emphasized Ladbrokes‘ ongoing commitment to grassroots football: “We are also keen to continue supporting and inspiring grassroots football, an area we have been committed to in recent years through our Pitching In sponsorship of the Trident and Camden Town WFC.”
New code of conduct
This agreement between Liverpool FC and Ladbrokes is in line with the new Premier League Code of Conduct for agreements relating to football betting.
This is because the code was introduced this season with the aim of ensuring that gambling sponsorships are conducted responsibly and ethically.
