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Liverpool Football Club and Ladbrokes, the UK bookmaker owned by Entain, have formed a new multi-year partnership. Ladbrokes is now officially Liverpool’s official betting partner in the UK and Ireland as a result of this partnership. Under the terms of the agreement, commencing with the upcoming season, Ladbrokes’ branding will be prominently displayed on pitch-side LED displays at Anfield and St Helen’s Stadium, the new home of LFC Women’s first team.
Through the agreement, Ladbrokes clients will have access to unique material and innovative activations that will improve their engagement with Liverpool FC. Additionally, through Entain’s Pitching In program, the partnership will highlight Ladbrokes’ dedication to grassroots football. By increasing neighborhood football activities, this program seeks to improve both physical and mental health in communities dealing with socioeconomic difficulties.
Sameer Deen, Entain’s Chief Commercial Officer, expressed enthusiasm about the partnership, stating, “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 recognized names in sport, is truly special.” He emphasized that the partnership aligns with Entain’s commitment to enhancing customer trust and community support. “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,” Deen added.
Ben Latty, Chief Commercial Officer at Liverpool FC, welcomed Ladbrokes into the club’s partner family. He highlighted, “Ladbrokes is one of the most established and well-recognized high-street betting firms, and we’re delighted to welcome them to the LFC partner family.” Latty also praised the partnership’s focus on community welfare, noting its alignment with efforts to use football as a tool for improving well-being, especially in underprivileged areas.
This new agreement complies with the Premier League’s updated Code of Conduct for Gambling Related Agreements, introduced this season to promote responsible gambling practices. The partnership underscores Ladbrokes’ strategy of aligning with leading football clubs and competitions, complementing its existing deals with teams like Borussia Dortmund and Juventus through Entain’s other brands.