Liverpool FC and Ladbrokes Announce Multi-Year Partnership Agreement

Liverpool Football Club has signed a multi-year partnership with Ladbrokes, designating the UK betting operator as its official UK & Ireland betting partner.

This collaboration aligns with the Premier League’s new ‘Code of Conduct for Gambling Related Agreements in Football’ and is designed to enhance fan engagement while also supporting local communities.

As part of the agreement, Ladbrokes will gain exclusive content opportunities and activation rights aimed at engaging Liverpool supporters.

Starting in the upcoming season, Ladbrokes branding will feature prominently on pitch-side LED screens at both Anfield and St Helen’s Stadium, the latter now serving as the home ground for LFC Women’s first team.

Beyond the commercial aspects, the partnership emphasizes community support. Through Entain’s ‘Pitching In’ programme, Ladbrokes will continue to invest in grassroots football, with a focus on improving physical and mental health in socially challenged areas.

Ben Latty, Chief Commercial Officer at LFC, expressed his enthusiasm for the partnership: “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.

“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, also commented: “We are absolutely thrilled to be partnering 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 share much in common – great heritage, ambition, and a commitment to serve our communities, not to mention a passion for football – making this the perfect