Liverpool Football Club and Ladbrokes have today announced a new multi-year partnership that will see the leading UK betting operator, owned by Entain, become the club’s official betting partner in Ireland and the UK.
The partnership will provide Ladbrokes with a range of exclusive content opportunities and activations to reward and entertain customers and fans, with Ladbrokes branding set to be visible on pitch-side LED screens across Anfield, and at St Helen’s Stadium, the new home of LFC Women’s first team.
The partnership is also set to support the local and footballing communities. Ladbrokes, as part of Entain’s grassroots sports investment programme, Pitching In, will continue to grow and inspire grassroots football as a means of improving people’s physical and mental health. As part of the initiative, there will be an added focus on areas that face higher social challenges.
Speaking about the club's new partnership with Ladbrokes, Ben Latty, Chief Commercial Officer at LFC, said:
Ladbrokes is one of the most established and well recognised high-street and digital betting operators, and we’re delighted to welcome them to the LFC partner family.
As part of this new partnership, we’re excited to be able to work alongside Ladbrokes and LFC Foundation to continue carrying out the wonderful work they both do in using football to increase physical and mental wellbeing, particularly in areas of high social deprivation.
Charlotte Emery, Chief Marketing Officer for Ladbrokes, said the company are thrilled to be partnering with an institution with the history of Liverpool Football Club.
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.
Liverpool's next Premier League fixture will take place at Anfield on Sunday afternoon, with Arne Slot's side viewed as favourites for the visit of Brentford.
