Two European top-flight football clubs, Liverpool FC of the Premier League and Bayern Munich of Bundesliga, have signed deals with sports betting operator 188Bet.

The three-year contracts will grant 188Bet enhanced brand awareness across the Asian sports betting market via utilisation of digital assets and marketing across digital platforms, as well as access to player content. 

This will include Liverpool men’s and women’s team club legends, with the partners stating a shared goal of creating ‘authentic and exciting content’ to Asian fans and customers. 

In addition, the firm will gain brand awareness across Asia via perimeter LED advertising at both Anfield and the Allianz Arena as a result of the contracts with the two teams.

“To reunite with 88Bet ona  new partnership in Asia is incredibly exciting for us, and we are delighted to welcome them back to Liverpool FC,” said Matt Scammell, Commercial Director at 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.”

For Liverpool, the deal represents a reunion with 188Bet, with the 2019/20 Premier League champions having previously collaborated with the firm between 2009 and 2015.

Nigel Singer, 188Bet’s Managing Director, added: “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. 

“With such a rich heritage and global fanbase, LFC has a lot to offer our customers, and we look forward to a successful partnership over the next three years.”

Via its contract with Bayern Munich, 188Bet further enhances its presence in the German Bundesliga, building on a partnership with SV Werder Bremen clinched in February of this year.

Singer continued: “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.

“With such a rich heritage and global fanbase, FC Bayern Munich and the Bundesliga has a lot to offer our customers, and we look forward to a successful partnership over the next three years.”

Rouven Kasper, FC Bayern München’s President Asia, added: “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.”

The deal is the most significant partnership secured by 188Bet since its five-year agreement with Formula One in January of last year, which granted the company the title of ‘Official Sponsor’ of F1 Asia events.

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