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.

“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.”
BEN LATTY, Chief Commercial Officer at LFC

Ben Latty, Chief Commercial Officer at , 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. Charlotte Emery, chief marketing officer for Ladbrokes (Entain UK brands) who previously held the position of Chief Brand Officer at William Hill, said: “We are absolutely thrilled to be partnering Ladbrokes with a football club with the history and stature of Liverpool FC. At Entain we’re committed to working only with partners that align with our values, and Ladbrokes and Liverpool have lots in common – great heritage, ambition and a commitment to serve our communities, not to mention 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 committed to in recent years through our Pitching In sponsorship of the Trident Leagues and Camden Town WFC.”

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.” 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 sports betting operator bwin and Borussia Dortmund, EuroBet and Juventus, as well as SportingBet and Libertadores.

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