Liverpool FC welcomes Ladbrokes as new official betting partner

Liverpool Football Club and Ladbrokes have today announced a new multi-year partnership that will see the leading UK betting operator, owned by Entain, become the club’s official betting partner in the UK and Ireland.

The partnership will provide Ladbrokes with a range of exclusive content opportunities and activations to reward and entertain fans, and from the start of the new season Ladbrokes branding will be visible on pitch-side LED screens across Anfield and at St Helen’s Stadium, the new home of LFC Women’s first team.

In addition to providing opportunities to fans, the partnership will support the local and footballing communities as well. Ladbrokes, through Entain’s grassroots sports investment programme, Pitching In, 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. 

Ben Latty, Chief Commercial Officer at LFC, said: “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.” 

Charlotte Emery, Chief Marketing Officer for Ladbrokes (Entain UK Brands), 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.