Football is called “the beautiful game” for a reason – the passion, the drama, the energy. For fans, it’s more than just a game.
The UK betting giant Ladbrokes has signed a new multi-year deal to become the official betting partner of the legendary football club Liverpool FC. The agreement aims to boost fan engagement while giving back to local communities.
As part of the sponsorship, Ladbrokes branding will appear on pitch-side ad boards and screens at Liverpool’s iconic Anfield stadium and their women’s team’s St. Helen’s home ground. Fans can expect more LFC-related betting promotions and content to bet on their beloved Reds.
But it’s not just about the money. Ladbrokes’ parent company Entain runs a community program called Pitching In that invests in grassroots sports. The goal is to use football to improve health and well-being, especially in poorer areas with fewer sports resources.
Liverpool’s Chief Commercial Officer hailed Ladbrokes as a respected UK betting brand and is excited to team up on community initiatives. Meanwhile, Ladbrokes’ Marketing Chief said the club’s heritage and values align perfectly with their own.
With shared passions for football and helping local fans and neighborhoods, it looks to be a partnership built to go the distance. This new sponsorship aims higher than most – focused on both betting and bettering its community.