The multi-year betting partnership announced today (23 August) sees Ladbrokes branding on featured LED screens at the club’s Anfield stadium, as well as at Liverpool Women’s St Helen’s Stadium.

Ladbrokes will provide “exclusive content opportunities” and a number of betting activations aiming to “reward and entertain” Liverpool fans.

Additionally, the agreement aims to support local communities with Entain’s grassroot sports investment programme. This aims to grow grassroots football in Liverpool and the surrounding area.

Notably, the partnership will adhere to the Premier League’s Code of Conduct for Gambling Related Agreements in Football. The code was introduced prior this season and focuses on ensuring partnerships between clubs and gambling companies adhere to the four principles of protection, social responsibility, reinvestment and integrity.

For Entain chief commercial officer Sameer Deen, the deal will see two organisations with shared values collaborate and provides an “exceptional opportunity”.

“Across our Entain brands, we are committed to working with partners that share our values and help build and enhance customer trust,” Deen said.

“In Liverpool, we have found the perfect match – sharing great heritage, ambition and a strong commitment to serving our communities.”

Liverpool’s chief commercial officer Ben Latty added: “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.”

Entain’s advertising push in European football is nothing new, with previous deals including its Bwin and Eurobet brands partnering with Borussia Dortmund and Juventus respectively.

Ladbrokes also previously sponsored the English Football Association (FA) until the deal was terminated in 2017 due to the governing body ending all sponsorships from betting companies.

However the nature of sponsorship will soon change. In 2023, Premier League clubs agreed to withdraw all front-of-shirt gambling sponsorships from the 2026-27 season onwards.

That hasn’t stopped a number of clubs agreeing deals up to that point, including Kaizen Gaming-owned Betano sponsoring Aston Villa ahead of this season to support its UK launch.

In fact, over half of front-of-shirt sponsors in this campaign’s Premier League are gambling operators.