Liverpool FC and Ladbrokes have announced a multi-year agreement, making the major UK sportsbook operator, owned by Entain, the official betting partner of the club in the UK and Ireland. The contract complies with the new Premier League Code of Conduct for Gambling-related Football Agreements, introduced this season to ensure more responsible betting sponsorships.
The partnership will offer Ladbrokes a series of exclusive content opportunities and activations to reward and entertain fans. From the start of the new season, the Ladbrokes brand will be visible on the LED screens around the field at Anfield and at St Helens Stadium, the new home of Liverpool FC Women.
In addition to providing opportunities for fans, the partnership will also support local and football communities. Ladbrokes, through Entain's grassroots sports investment program, Pitching In, will continue to grow and inspire grassroots football as a way to improve people's physical and mental health, especially in areas facing greater social challenges.
Ben Latty, Commercial Director of LFC, stated: "Ladbrokes is one of the most established and recognized betting companies in the UK, and we are very pleased to welcome them to the LFC partner family.”
"This new partnership also allows Ladbrokes to continue advancing its local community work, using football to enhance physical and mental well-being, particularly in areas of high social deprivation.”
Charlotte Emery, Marketing Director of Ladbrokes (UK brands of Entain), commented: "We are absolutely thrilled to associate Ladbrokes with a football club with the history and prestige of Liverpool FC. At Entain, we are committed to working only with partners who align with our values, and Ladbrokes and Liverpool have a lot in common – great heritage, ambition, and a commitment to serve our communities, not to mention a 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 dedicated to in recent years through our sponsorship of the Pitching In Trident Leagues and Camden Town WFC.”
This new agreement between LFC and Ladbrokes complies with the new Premier League Code of Conduct for Gambling-related Football Agreements, introduced this season to ensure more responsible betting sponsorships.
Source: GMB
