Liverpool FC (LFC) has formed a long-term regional partnership with sports betting operator, Interwetten, which will include offline promotions and content on LFC’s digital platforms in-market.

The collaboration will also include the development of a joint entertainment programme that aims to ‘puts fans at the core’ of each activation.

Ben Latty, Liverpool FC Commercial Director, commented: “We are excited to launch our partnership with Interwetten. Together we will provide our fans in the region with new opportunities to engage with the club through innovative content and unique experiences.”

This was announced by the Premier League side and the sports betting provider after Liverpool FC qualified for the Champions League final, which is taking place on 28 May in Paris.

“As a reliable sports betting provider, we always strive for long-term partnerships and corporations with international reputation,” added Stefan Sulzbacher, Interwetten Speaker of the Board.

“It fills us with pride that, with the help of Onside Sports GmbH, we will have one of the most traditional and powerful club brands in the world at our side in Liverpool FC.”

Furthermore, Interwetten has also underlined an ambition to deliver ‘emotional brand experiences’ and entertainment opportunities for football fans.

Earlier this year, the club Liverpool FC also announced a partnership with digital artwork company, Sotheby’s in launching its first official NFT collection – the LFC Heroes Club.

The collection features illustrations of 24 LFC men’s team players in the aim of ‘bringing their individual and superhero characteristics to life’, and the release consists of two categories of digital collectibles.

Similar to its newest deal, Liverpool has previously partnered ​​with sports betting operator 188Bet in a three year contract from September 2021.

This granted 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.

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