Liverpool name Ladbrokes as official betting partner

Liverpool have penned a multi-year partnership with Ladbrokes that designates the Entain-owned gambling brand as the Reds’ betting partner in the UK and Ireland.

Ladbrokes will receive prominent brand visibility on LED boards at Liverpool’s 61,276-capacity Anfield home, as well as in St. Helens Stadium, the new home of Liverpool Women as announced earlier this year.

The agreement also includes content opportunities and activations over its duration.

Entain’s ‘Pitching In’ sports investment programme will meanwhile support grassroots football in local communities.

In an official release announcing the new partnership, Liverpool confirmed that the deal complies with the Premier League’s Code of Conduct for Gambling Related Agreements in Football, which will prohibit betting shirt sponsorships from the 2026/27 season.

“We are absolutely thrilled to be partnering Ladbrokes with a football club with the history and stature of Liverpool,” said Charlotte Emery, Chief Marketing Officer at Ladbrokes.

“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.”

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