Liverpool FC signs new multi-year partnership that will see betting giant Ladbrokes become its official UK and Ireland betting partner. Tony McDonough reports

Former Liverpool FC striker Emile Heskey with Charlotte Emery of Ladbrokes

Betting giant Ladbrokes is now the official UK and Ireland betting partner of Liverpool FC.

A new multi-year agreement will see Entain-owned Ladbrokes provided with a range of exclusive content opportunities and activations to reward and entertain fans.

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.”

This new agreement between LFC and Ladbrokes adheres with the Premier League’s new ‘Code of Conduct for Gambling Related Agreements in Football’. It has been introduced this season to ensure more responsible gambling sponsorships.

READ MORE: Farewell tour for ‘retiring’ Merseyrail train fleet

READ MORE: Travel expert joins Liverpool Airport team

Charlotte Emery, chief marketing officer for Ladbrokes (Entain 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.

“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.”