Liverpool FC has signed a long-term deal with Ladbrokes, naming the UK-based betting company as their Official Betting Partner for the UK and Ireland.
This partnership aligns with the Premier League’s Code of Conduct for Gambling Agreements in Football, which seeks to boost fan engagement and support local communities.
Ladbrokes will receive exclusive content and activation rights to connect with Liverpool fans, with its branding featured 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 collaboration aims to extend beyond commercial benefits and focus on community support. Through Entain’s ‘Pitching In’ initiative, Ladbrokes will continue investing in grassroots football to enhance physical and mental health in underprivileged 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.”
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