Liverpool FC and Ladbrokes Forge Multi-Year Partnership to Elevate Fan Engagement and Community Support!

This strategic collaboration promises to bring exclusive content opportunities and innovative activation rights that will connect Ladbrokes with the passionate Liverpool fanbase.

The partnership will commence at the start of the upcoming season and will see Ladbrokes branding prominently featured at Anfield and St Helen's Stadium—the latter serving as the new home for LFC Women's first team. As part of the agreement, Ladbrokes will benefit from high-visibility placement, including pitch-side LED displays at both venues, offering the brand significant exposure to millions of football fans.

This collaboration aligns with the Premier League's recently introduced 'Code of Conduct for Gambling-Related Agreements in Football,' which seeks to ensure that partnerships between football clubs and betting firms promote responsible gambling and community engagement. The partnership with Ladbrokes embodies these principles, with both organizations committed to enhancing fan experiences while making meaningful contributions to the local communities they serve.

One of the key initiatives under this agreement is the extension of Entain’s ‘Pitching In’ programme, which Ladbrokes is set to support. This grassroots football initiative focuses on fostering physical and mental well-being, particularly in areas facing social and economic challenges. By investing in local football programmes, Ladbrokes aims to leverage the power of sport to uplift communities and provide opportunities for people to improve their quality of life through increased access to physical activities.

Ben Latty, Chief Commercial Officer at Liverpool FC, expressed his enthusiasm for the new partnership, stating: “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 well-being, particularly in areas of high social deprivation.”

The partnership also serves as a testament to both organizations' shared values and commitment to making a positive social impact. Charlotte Emery, Chief Marketing Officer for Ladbrokes, highlighted the synergy between the two entities: “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.”

With this multi-year agreement, Liverpool FC and Ladbrokes are not just looking to enhance the commercial aspects of their collaboration but are also determined to create long-lasting social value. By combining Ladbrokes' strong community initiatives with Liverpool's global influence, the partnership aims to make a significant impact both on and off the pitch, ensuring that their collective efforts benefit not only the fans but also the broader community.

As the partnership unfolds, supporters can expect a range of engaging content and unique activations designed to bring them closer to the club they love, all while fostering a culture of inclusivity and support for local communities across the UK and Ireland.