Liverpool Football Club announces a prolonged collaboration as a sports betting ally with Ladbrokes.
English betting firm Ladbrokes secures deal as Liverpool FC's UK and Ireland sports betting partner
On August 23rd, Liverpool Football Club announced through a press release [link provided in English] that Ladbrokes, a renowned bookmaker, would take on the role of their UK and Ireland sports betting partner. While the length of the agreement hasn't been disclosed, the partnership entails numerous exclusive advertising opportunities for Ladbrokes.
This deal sees Ladbrokes, now part of the international gambling conglomerate Entain, gain presence in various club channels and stadiums, including LED screens adjacent to the playing field at both Anfield (men's stadium) and St. Helens Stadium (women's team home ground).
In its statement, Liverpool FC highlights that this partnership will not only entertain fans but also incentivize them with various rewards.
Recently, Entain revealed intentions to boost growth in the UK and Brazil, and this partnership with one of the Premier League's most successful teams might serve as a first step to achieving these ambitions. Both enthused parties praise the partnership:
We're delighted to welcome Liverpool FC, a club with such a storied history and unique identity, to our roster of partners who share our values. Ladbrokes and Liverpool share many similarities - a rich legacy, ambition, and a focus on community service – making this partnership a perfect fit.– Charlotte Emery, Marketing Director at Ladbrokes
Pitching In invests in local community, youth sports, and well-being
In addition to benefiting Liverpool FC fans, the arrangement also prioritizes the well-being of the local population, thanks to Entain's Pitching In initiative. This program, which focuses on grassroots football, aims to bolster physical and mental health, especially in disadvantaged areas.
Ben Latty, Liverpool FC's commercial director, explained the club's decision to partner with Ladbrokes, citing the brand's commitment to community development:
This partnership provides Ladbrokes with an opportunity to expand its community work through football and positively impact physical and mental health, particularly in areas of significant social inequality.– Ben Latty, Liverpool FC Commercial Director
Bundesliga clubs partner with gambling sponsors, drawing criticism
The recent kickoff of the German Bundesliga season saw betting partners' advertisements prominently featured across matches, with 17 out of 18 Bundesliga clubs currently holding gambling sponsorship deals. Voices of opposition emerge from both fans and politicians despite these partnerships.
Opponents of such collaborations, like the federal government's addiction commissioner, Burkard Bienert, have raised concerns and emphasized the risks. Many fans also express their disapproval of sponsorship deals with gambling providers.
The sole Bundesliga club without a betting sponsor is VfL Bochum; however, negotiations with a prospective gambling partner are already underway.
In mid-July, the Premier League set a code of conduct for sports betting collaborations, enlisting four guidelines to adhere to in future partnerships:
- Protection
- Social Responsibility
- Reinvestment
- Integrity
These regulations are now in force, requiring Liverpool FC to comply and implement the stipulations.
Moreover, from the 2026/2027 season onwards, gambling sponsorships on jersey chests will no longer be permitted, which might not inconvenience LFC significantly, given that Standard Chartered, a British banking institution, has been their main sponsor since 2018.
This partnership between Ladbrokes and Liverpool FC provides numerous advertising opportunities in club channels and stadiums, making news in the world of sports betting. Moreover, Ladbrokes' commitment to community development through football and well-being initiatives like Pitching In aligns with Liverpool FC's values, emphasizing their shared focus on community service.
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