Ladbrokes has been announced as the new Official Betting Partner of Liverpool FC. Owned by Entain, Ladbrokes will offer "exclusive content opportunities" and a variety of unique betting options designed to "reward and entertain" Liverpool fans.
Samir Dean, chief commercial officer of Entain, stated that this collaboration will enable both organisations to leverage their shared values for mutual success. "We aim to collaborate with partners who align with our principles, helping to foster and sustain customer trust. Liverpool FC embodies the heritage, ambition, and commitment that resonate with our values," he remarked.
Liverpool's commercial director, Ben Latty, noted that this partnership will facilitate Ladbrokes' promotion of its offerings in the local community, using football as a means to enhance both physical and mental well-being, especially in socially active areas.
Entain has prior experience in the European football advertising sector, having previously formed partnerships with its Bwin and Eurobet brands with teams like Borussia Dortmund and Juventus. Ladbrokes also had a sponsorship with the English Football Association (FA) until 2017, when it terminated the agreement due to the governing body's decision to end all betting sponsorships.
