Ladbrokes named as Liverpool FC's new UK and Ireland betting partner
Entain-owned operator secures multi-year partnership with one of English football's biggest names as emphasis placed on firm's local community work
Ladbrokes has been unveiled as the new UK and Ireland betting partner of Premier League giants Liverpool FC.
The multi-year deal means Ladbrokes branding will feature prominently on perimeter LED screens at both Anfield and at St Helen’s Stadium, where Liverpool Women’s team will play all their home fixtures this season.
The Entain-owned operator will also be afforded access to various exclusive content opportunities to reward fans throughout the season.
The partnership places a significant emphasis on support for local and footballing communities as well.
Entain’s grassroots sports investment programme, ‘Pitching In’, Ladbrokes said it will seek to use football as a tool to improve both physical and mental health, particularly for those in areas that face greater social challenges.
Liverpool’s chief commercial officer Ben Latty talked up Ladbrokes and shed light on how the deal could benefit the operator’s community project.
“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,” he explained.
“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 Entain’s UK brands, added: “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.”
Emery continued, addressing Entain’s efforts when it comes to the group’s grassroots initiative, claiming: “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.”
The partnership between Ladbrokes and Liverpool has been agreed while adhering to the Premier League’s new ‘Code of Conduct for Gambling Related Agreements in Football’, a new system deployed at the start of the current campaign to promote more responsible gambling sponsorships.
Premier League sides have just two seasons left of partnering with gambling companies for front-of-shirt deals.
From the 2026-27 season, sleeve and club sponsorships will still be permitted, which would see Ladbrokes’ deal with Liverpool unimpacted by the voluntary agreement.
Ladbrokes becomes Liverpool’s second gambling partner as the Anfield club already has a deal in place with Germany and Austria-facing Interwetten.