SBC News Liverpool links with Ladbrokes in community-focused sponsorship
Shutterstock

Liverpool links with Ladbrokes in community-focused sponsorship

Ladbrokes has partnered with Liverpool FC (LFC) to become the club’s official betting partner in the UK and Ireland.

The Entain-owned operator will now access a range of exclusive content opportunities and activations to reward and entertain fans.

Meanwhile, from the start of the new season, Ladbrokes branding will be visible on pitch side LED screens across Anfield and St Helens Stadium – the new home of Liverpool FC Women. 

Charlotte Emery, Chief Marketing Officer at Ladbrokes, 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.”

The deal will also support the local and footballing communities through Entain’s grassroots sports investment programme Pitching In.

Ladbrokes 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, the company emphasised.

Ben Latty, Chief Commercial Officer of LFC, added: “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.” 

This deal is another example of a Premier League side shifting the focus of a betting partnership following tension between operators and the sport and the introduction of the shirt sponsorship ban on betting brands.

Check Also

Premier League sponsorships: Can 'provocative action’ be taken on responsible partnerships?

Stats Perform provides Premier League insights to Football DataCo

Stats Perform has expanded its official media data partnership with Football DataCo (FDC). The deal …

SBC News LiveScore calls for ‘Extra Added Time’ on mental health

LiveScore calls for ‘Extra Added Time’ on mental health

LiveScore and former Manchester United star Dimitar Berbatov are joining forces to encourage fans to …

SBC News Potential tension between PL and EFL over data revenue split

Potential tension between PL and EFL over data revenue split

A dispute is in the works between the Premier League and English Football League (EFL) …