In an exciting development, Liverpool Football Club has signed a multi-year agreement with Ladbrokes, officially naming the UK betting operator as its exclusive UK & Ireland betting partner. This partnership, in line with the Premier League’s new ‘Code of Conduct for Gambling Related Agreements in Football,’ is focused on enhancing fan engagement and supporting local communities.

Ben Latty, Chief Commercial Officer at LFC, expressed his enthusiasm about the partnership, stating, “Ladbrokes is one of the most established and well-recognized high-street betting firms, and we’re delighted to welcome them to the LFC partner family.”

Under the terms of the agreement, Ladbrokes will have exclusive content opportunities and activation rights to engage Liverpool supporters. Starting from the upcoming season, Ladbrokes branding will be prominently displayed on pitch-side LED screens at Anfield and St Helen’s Stadium, the new home of LFC Women’s first team.

But the partnership goes beyond commercial benefits, with a focus on community support. Through Entain’s ‘Pitching In’ programme, Ladbrokes will continue to invest in grassroots football to improve physical and mental health in socially challenged areas. This community-focused approach was highlighted by Charlotte Emery, Chief Marketing Officer for Ladbrokes, who said, “We are absolutely thrilled to be partnering Ladbrokes with a football club with the history and stature of Liverpool FC.”

Emery went on to explain, “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 a passion for football – making this the perfect partnership.” The collaboration between Ladbrokes and Liverpool is set to bring about exciting opportunities for both the club and its supporters.