Liverpool FC Partners with Ladbrokes in Multi-Year Agreement

Liverpool Football Club has entered into a multi-year agreement with Ladbrokes, appointing the UK betting operator as its official UK & Ireland betting partner."

This partnership, in line with the Premier League's new 'Code of Conduct for Gambling Related Agreements in Football,' aims to enhance fan engagement while also supporting local communities.

As part of the agreement, Ladbrokes will receive exclusive content opportunities and activation rights to connect with Liverpool supporters."

Beginning next season, Ladbrokes branding will be prominently displayed on pitch-side LED screens at both Anfield and St Helen's Stadium, which is now the home of LFC Women's first team.

The collaboration seeks to go beyond commercial benefits, emphasizing community support. Through Entain's ‘Pitching In’ programme, Ladbrokes will continue to invest in grassroots football, aiming to improve physical and mental health in socially challenged areas."

Ben Latty, LFC's CCO, commented on the new deal: '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, added: '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.'"