Liverpool FC has become the latest in a long list of operators to sign deals with betting firms this year, although the club has picked a more familiar name than others.
The Premier League side has signed a deal with Ladbrokes, one of the UK’s most widely recognised high-street and online betting brands, owned by the Entain multinational gaming group.
Ladbrokes has become Liverpool’s official betting partner in the UK and Ireland under the terms of the deal. This will come with exclusive content opportunities, fan and customer reward activations, and pitch-side LED branding at both Anfield and St Helen’s Stadium, the latter the new home of the Liverpool women’s team.
Ben Latty, Liverpool’s Chief Commercial Officer, said: “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.”
Betting deals are a common feature of the commercial side of English football, with various clubs maintaining partnerships with bookmakers and online casinos. Some agreements have faced a mounting fan backlash, however.
In particular, agreements between clubs and lesser known operators – as with Crystal Palace and Nottingham Forest’s respective partner Kaiyun Sports, Leicester City’s partner BC Game and Wolverhampton Wanderers’ partner DEBET – have been met with dismay from some sections of England’s football fandom on social media.
Some more widely recognised brands have also been inking deals in football, however. BetMGM, which has familiarised itself with the general public through an extensive advertising campaign featuring comedian Chris Rock, has partnered with Newcastle United, Wolves and Tottenham Hotspur.
Another example is Betway, which added Manchester City and Nottingham Forest to its partnership portfolio this summer. North of the Anglo-Scottish border, the Scottish Professional Football League (SPFL) partnered with William Hill earlier this year, highlighting the brand’s legacy image as an important consideration.
Ladbrokes and Liverpool both stressed that the duo’s new partnership will adhere to the newly implemented gambling sponsorship Code of Conduct. This was adopted by all levels of English football, as well as other sports, earlier this year, with the code a requirement of the 2023 Gambling Act review White Paper.
Sameer Deen, Chief Commercial Officer at Entain, added: “A passion for football is at the heart of everything we do, so creating this partnership with Liverpool Football Club, one of the most iconic and globally recognised names in sport, is truly special.
“Across our Entain brands, we are committed to working with partners that share our values and help build and enhance customer trust. In Liverpool, we have found the perfect match – sharing great heritage, ambition, and a strong commitment to serving our communities.
“Many of Liverpool’s fans are already familiar with our Ladbrokes brand, and this partnership provides us with an exceptional opportunity to delight them for seasons to come. Football is the most popular sport among our customers, and this collaboration underscores our continued dedication to the sport and its fans.”
Entain, Ladbrokes’ parent company, has a history of working with English football, and not just with the biggest names in the top-tier. Ladbrokes states that its partnership with Liverpool aims to build on Entain’s long-standing support for English grassroots football via deals with the Trident Leagues.
Charlotte Emery, Chief Marketing Officer for Ladbrokes (Entain UK Brands), remarked: “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 passion for football – making this the perfect partnership.
“We are also looking forward to continuing to support and inspire grassroots football, an area we have been committed to in recent years through our ‘Pitching In’ sponsorship of the Trident Leagues and Camden Town WFC.”
