Entain brand Ladbrokes has become the official betting partner of Liverpool Football Club in a new partnership.
The operator will gain access to a range of exclusive content opportunities and activations, with its branding visible on pitch-side LED screens at the Premier League’s Anfield stadium.
Meanwhile, Entain’s Pitching In grassroots sports investment programme will look to inspire grassroots football across the city, the group added.
Entain’s chief commercial officer, Sammer Deen, said: “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.”
LFC’s chief commercial officer, Ben Latty, 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.”
Entain said the new partnership with Liverpool adheres to the Premier League’s new Code of Conduct for Gambling Related Agreements in Football.
