Ladbrokes Launches Charity Betting Initiative to Support LFC Foundation's 2030 Vision
Under the initiative, Ladbrokes will place a £100 accumulator charity bet on each remaining Premier League round in the 2024-25 season, beginning with the Merseyside derby on 2 April
Ladbrokes, Liverpool FC’s official betting partner, has unveiled a charitable betting initiative aimed at supporting the LFC Foundation’s ambitious target to assist over 500,000 people annually by 2030.
Under the initiative, Ladbrokes will place a £100 accumulator charity bet on each remaining Premier League round in the 2024-25 season, beginning with the Merseyside derby on 2 April. All winnings will be donated directly to the LFC Foundation. If a bet loses, the £100 stake will still be donated, ensuring a guaranteed contribution.
The campaign reflects the growing trend of aligning betting partnerships with social impact, and may serve as a blueprint for similar initiatives across the iGaming and sports sectors as operators look to support local communities while promoting responsible engagement.
Supporting Measurable Impact
Owned by Entain, Ladbrokes’ involvement builds on the LFC Foundation’s impressive track record. In 2023-24, the Foundation generated £92 million in social value, reaching over 127,000 people and returning £13.70 for every £1 invested — a total of £284 million in social impact over the past four years.
Matt Parish, CEO of LFC Foundation, welcomed the support:
“The support of our partners is integral to our 2030 strategy. Every contribution helps us tackle social inequalities and deliver life-changing programmes.”
Gemma Bell, Head of Sponsorship at Ladbrokes, added:
“By placing these charity bets, we’re combining our love of football with a meaningful commitment to give back and contribute to LFC Foundation’s growing impact.”
Responsible Partnership Model
This initiative also aligns with the Premier League’s new code of conduct for gambling sponsorships, introduced this season to promote more ethical and socially responsible partnerships within football.
For the wider iGaming industry, this collaboration exemplifies how operators can align brand exposure with community benefit, reflecting both regulatory expectations and growing public demand for meaningful corporate responsibility.
