Liverpool FC and Ladbrokes Announce New Multi-Year Partnership
Liverpool Football Club has partnered with Ladbrokes, a leading UK betting operator owned by Entain, under a multi-year agreement effective from the 2024-25 season. Ladbrokes is now the club’s official betting partner in the UK and Ireland, with exclusive branding appearing on pitch-side LED screens at Anfield and St Helen’s Stadium, home to LFC Women’s first team.
The partnership includes fan engagement opportunities with exclusive content and customer rewards. Beyond commercial visibility, a key focus is supporting local communities and grassroots football initiatives. Building on Entain’s "Pitching In" programme, the collaboration aims to promote physical and mental wellbeing, especially in socially challenged areas, by inspiring participation in grassroots football.
Ben Latty, Liverpool’s Chief Commercial Officer, expressed enthusiasm about welcoming Ladbrokes, highlighting the company’s established presence and their shared community commitment. Charlotte Emery, Marketing Chief at Ladbrokes, noted the alignment between the brands in heritage, ambition, and dedication to football and community support.
Supporting LFC Foundation’s Fundraising Efforts
In March 2025, Ladbrokes furthered its support by pledging to place a £100 accumulator charity bet for every remaining Premier League matchday in the 2024-25 season, starting with the Merseyside derby at Anfield on April 2. All winnings or wagered amounts, regardless of bet outcomes, will be donated to the LFC Foundation.
This commitment aids the Foundation’s ambitious plan to support 500,000 people annually by 2030 through doubled funding and community initiatives across the Liverpool region.
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