The Betway Benchmark Arrives at Anfield in 2029

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Ladbrokes joined as the club’s official betting partner, covering Anfield branding and the Women’s side. Betway took United’s training kit slot in a deal worth in excess of £20m per year, which SportsPro described as the most valuable standalone training kit arrangement in world football.

It also establishes a market rate for what top-tier training kit inventory is worth at a club operating at that level of global recognition.Liverpool’s Training Kit Slot Is Spoken For Until 2029AXA’s deal at Liverpool covers more than the training kit. Liverpool’s global fanbase is comparable to United’s in scale.

The club’s Champions League record, the Women’s side and Anfield’s international profile give it equivalent leverage when the training kit auction next opens.FSG have kept gambling advertising off the front of the shirt since Standard Chartered arrived in 2010. Training kit inventory sits on a different commercial logic, and the two positions can coexist at the same club without contradiction.When AXA’s deal expires, three routes sit on the table: extend with AXA on revised terms, find a non-gambling partner at comparable value, or weigh up whether a bookmaker prepared to meet the market rate makes commercial sense for where Liverpool are in 2029.