Liverpool Football Club welcomes Ladbrokes as new official betting partner
Liverpool Football Club LFC 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 the UK and Ireland.
The partnership will provide Ladbrokes with a range of exclusive content opportunities and activations to reward and entertain customers and fans, and from the start of the new season Ladbrokes branding will be visible on pitch-side LED screens across Anfield and at St Helen’s Stadium, the new home of LFC Women’s first team.
In addition to providing opportunities to fans, the partnership will support local communities as well. Building on the work of Pitching In, Entain’s grassroots sports investment programme, the partners will work together to grow and inspire grassroots football as a means of improving people’s physical and mental health, especially in areas that face higher social challenges.
Sameer Deen, Chief Commercial Officer at Entain said: “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."
Ben Latty, Chief Commercial Officer at LFC, 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.”
This new agreement between LFC and Ladbrokes adheres with the Premier League’s new ‘Code of Conduct for Gambling Related Agreements in Football’, which has been introduced this season to ensure more responsible gambling sponsorships.
Ladbrokes’s partnership with Liverpool is in line with Entain’s approach to partner with some of the greatest clubs and competitions in football which also includes partnerships between bwin and Borussia Dortmund, EuroBet and Juventus, as well as SportingBet and Libertadores.
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About Entain plc
Entain plc (LSE: ENT) is a FTSE100 company and is one of the world’s largest sports betting and gaming groups, operating both online and in the retail sector. The Group owns a comprehensive portfolio of established brands; Sports brands include BetCity, bwin, Coral, Crystalbet, Eurobet, Ladbrokes, Neds, Sportingbet, Sports Interaction, STS and SuperSport; Gaming brands include Foxy Bingo, Gala, GiocoDigitale, Ninja Casino, Optibet, Partypoker and PartyCasino. The Group operates the TAB NZ brand as part of a long-term strategic partnership with TAB New Zealand. The Group owns proprietary technology across all its core product verticals and in addition to its B2C operations provides services to a number of third-party customers on a B2B basis.
The Group has a 50/50 joint venture, BetMGM, a leader in sports betting and iGaming in the US. Entain provides the technology and capabilities which power BetMGM as well as exclusive games and products, specially developed at its in-house gaming studios. The Group is tax resident in the UK and is the only global operator to exclusively operate in domestically regulated or regulating markets operating in over 30 territories.
Entain is a leader in ESG, a member of FTSE4Good, the DJSI and is AA rated by MSCI. For more information see the Group's website: www.entaingroup.com.