Ladbrokes Is Now Liverpool’s Official Betting Partner In The UK And Ireland

Ladbrokes will be branded on special LED screens at both Liverpool Women’s St Helens Stadium and the club’s Anfield Stadium, part of a multi-year betting relationship unveiled today, 23 August.

Ladbrokes intends to “reward and entertain” Liverpool supporters with a range of betting activations and “unique content possibilities”.

The deal also aims to use Entain’s grassroots sports investment initiative to benefit nearby towns. It aims to promote grassroots football in Liverpool and the surrounding area.

Interestingly, the collaboration will follow the Premier League’s Code of Conduct for Football-Related Gaming-Related Agreements. This rule, implemented ahead of the current season, is designed to ensure that agreements between gaming businesses and clubs adhere to the four guiding principles of integrity, reinvestment, social responsibility and safeguarding.

According to Samir Din, Entain’s chief commercial officer, the arrangement presents a “wonderful possibility” for two firms to collaborate, which share similar principles.

“We are dedicated to collaborating with partners who share our values ​​and help develop and strengthen client trust across all our Entain brands,” Din said.

“We have found the ideal fit in Liverpool—we have a strong commitment to serving our communities, ambition and a great heritage.”

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Ben Laity, Liverpool’s chief commercial officer, said, “This new collaboration enables Ladbrokes to further its local community work, particularly in areas of significant socio-economic deprivation, using football to enhance physical and mental wellbeing.”

Football betting advertising

Entain has a history of promoting its brands in European football; in the past, it has partnered with Juventus and Borussia Dortmund for its Bwin and Eurobet brands respectively.

The English Football Association (FA) was previously sponsored by Ladbrokes; however, this partnership ended in 2017 when the governing body banned betting companies from sponsoring any sport.

But soon, sponsorship will take on a different character. Premier League teams decided in 2023 that they will stop sponsoring gambling on the front of their shirts from the 2026-2027 campaign.

However, until that moment, some teams have still been able to reach agreement. For example, Betano, owned by Kaizen Gaming, has sponsored Aston Villa ahead of this season to aid the team’s UK launch.

More than half of the Premier League front shirt sponsors for this campaign are casinos.