Ladbrokes Becomes Official Betting Partner of Liverpool FC

Liverpool Football Club has announced a multi-year partnership with Ladbrokes, naming the UK betting operator its official UK & Ireland betting partner. This collaboration is in line with the Premier League’s newly introduced ‘Code of Conduct for Gambling Related Agreements in Football,’ which emphasizes responsible gambling practices and the importance of community outreach.

Enhancing Fan Engagement and Supporting Local Communities

The agreement between Liverpool FC and Ladbrokes is designed to boost fan engagement through exclusive content and activation opportunities for supporters. Starting from the upcoming season, Ladbrokes’ branding will be featured on pitch-side LED screens at both Anfield and St Helen’s Stadium, where LFC Women’s first team plays.

In addition to its commercial aspects, this partnership is intended to have a broader community impact. Through Entain’s ‘Pitching In’ programme, Ladbrokes will continue to invest in grassroots football, with a particular focus on promoting physical and mental health in socially challenged areas. The programme aligns with the Premier League’s focus on using football to drive positive change in local communities.

Partnership Built on Shared Values

Ben Latty, Chief Commercial Officer at Liverpool FC, expressed his excitement about the partnership:
“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.”

Charlotte Emery, Chief Marketing Officer for Ladbrokes, highlighted the shared values between the two entities:
“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 a passion for football – making this the perfect partnership.”