Ladbrokes Signs Up to Be Official Betting Partner of Liverpool FC
Expertise: Online casino, iGaming
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This is a multiyear deal that covers the UK and Ireland jurisdictions. Under the terms of the deal, Ladbrokes, part of the Entain group, will see its branding displayed prominently on LED screens at the pitch side at Anfield, the home stadium of Liverpool, in a partnership that starts this season.
Additionally, Ladbrokes has stated it will provide exclusive content and features aimed at specifically rewarding Liverpool fans. Ladbrokes promotes fan engagement, and recently, the gaming operator introduced its Bring Your Wave ad campaign to appeal to football fans.
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 a passion for football – making this the perfect partnership.
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Nov 06, 2026Partnership Supports Local Community and Responsible Gambling
Both parties are keen to point out that the agreement places responsible gaming high on its agenda, as well as featuring programs that provide support for the local community.
Entain operates an initiative called Pitch In, which Ladbrokes will use to support local communities in the Liverpool area, and states it plans to work with Liverpool FC to focus on grassroots football and improving physical and mental health.
The EPL has recently introduced a Code of Conduct for Gambling Related Agreements in Football to give clubs in the league a set of rules to ensure responsible gambling, and both parties boast this new partnership adheres to these new guidelines.
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.
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