Ladbrokes, a subsidiary of Entain, has been designated as the betting partner for Liverpool Football Club in the UK and Ireland. Its brand will appear on the LED screens at Anfield Stadium and Liverpool Women's St Helens Stadium.
The club stated that as part of Entain's grassroots sports investment program, the agreement will provide support to the local community. It will also adhere to the new Football Betting Conduct Code, one of a series of guidelines established by British sports bodies this summer.
Entain's Chief Commercial Officer, Sameer Deen, said: "Within our Entain brands, we are committed to partnering with those who share our values and help build and enhance customer trust. In Liverpool, we have found the perfect partner—with a great tradition, ambitious goals, and a firm commitment to serving the community."
Liverpool's Chief Commercial Officer, Ben Latty, stated: "This new partnership also allows Ladbrokes to continue its work in the local community, using football to enhance physical and mental health, especially in areas of higher social deprivation."
Previously, Ladbrokes had sponsored the Football Association (FA) until the sports governing body decided to stop accepting betting sponsorship agreements from 2017. Premier League clubs have reached a voluntary agreement to ban front-of-shirt betting sponsorships from 2027. Currently, more than half of the front-of-shirt sponsors are betting operators, including Bj88's collaboration with Bournemouth. However, other deals, such as Betway's sponsorship of Manchester City, do not involve shirt sponsorship.
