AnnouncementLFC welcomes Ladbrokes as new official betting partner
Liverpool FC and Ladbrokes have today announced a new multi-year partnership that will see the leading UK betting operator, owned by Entain, become the club’s official betting partner in the UK and Ireland.
The partnership will provide Ladbrokes with a range of exclusive content opportunities and activations to reward and entertain fans, and from the start of the new season Ladbrokes branding will be visible on pitchside LED screens across Anfield and St Helens Stadium, the new home of Liverpool FC Women.
In addition to providing opportunities to fans, the partnership will support the local and footballing communities as well. Ladbrokes, through Entain’s grassroots sports investment programme Pitching In, will continue to grow and inspire grassroots football as a means of improving people’s physical and mental health, especially in areas that face higher social challenges.
Ben Latty, chief commercial officer at LFC, said: “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 (Entain UK brands), said: “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 passion for football – making this the perfect partnership.
“We are also looking forward to continuing to support and inspire grassroots football, an area we have been committed to in recent years through our Pitching In sponsorship of the Trident Leagues and Camden Town WFC.”
This new agreement between LFC and Ladbrokes adheres with the Premier League’s new Code of Conduct for Gambling Related Agreements in Football, which has been introduced this season to ensure more responsible gambling sponsorships.
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