Liverpool Football Club is excited to announce a significant new multi-year partnership with Ladbrokes, operators of Ladbrokes Casino and the leading UK betting operator owned by Entain. 

This collaboration positions Ladbrokes as the club’s official betting partner in the UK and Ireland, creating an exciting opportunity for both entities ahead of the anticipated ban on sports betting advertisements in football set to take effect in 2026.

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As clubs prepare for the impending restrictions, which will prohibit gambling brands from being featured on the front of team shirts starting in the summer of 2026, this partnership allows Liverpool to maximise the remaining seasons where gambling brands can still hold prominent visibility. Ladbrokes’ branding will appear on pitch-side LED screens at Anfield and at St Helen’s Stadium, the new home of the LFC Women’s first team, enhancing fan engagement in this pivotal period. 

The partnership also opens doors for exclusive content and activations designed to reward and entertain fans and customers alike. Furthermore, it will positively impact local communities, building upon Entain’s grassroots sports investment initiative, Pitching In. Together, the partners will work to promote grassroots football, encouraging physical and mental well-being in communities facing social challenges. 

Special Partnership Aligns with the Club’s Community and Heritage  

Sameer Deen, Chief Commercial Officer at Entain, emphasised the significance of this collaboration. 

“Our passion for football drives everything we do. Partnering with Liverpool Football Club, one of the most celebrated names in sport, is truly special. This opportunity allows us to align our shared heritage and commitment to community engagement.” said Deen.

Ben Latty, Chief Commercial Officer at LFC, added: “As one of the most established high-street betting firms, Ladbrokes is a valuable addition to the LFC partner family. This partnership not only enhances our brand visibility but also supports important community initiatives that promote well-being in areas of high social need.” 

Making the Most of Unique Opportunity 

Importantly, this agreement complies with the Premier League’s newly introduced ‘Code of Conduct for Gambling Related Agreements in Football,’ reflecting a commitment to responsible gambling sponsorships. 

As the clock ticks down to the advertising ban, LFC and Ladbrokes are poised to make the most of this unique opportunity, creating memorable experiences for fans while furthering community health and engagement initiatives. This partnership follows Entain’s strategy of aligning with top football clubs and competitions worldwide, such as between with Borussia Dortmund and EuroBet with Juventus.