English Premier League team Liverpool FC has announced that Ladbrokes is its official betting partner for the UK and Ireland. The Entain-owned brand’s logo will appear on pitchside advertising positions at Anfield and the women team’s new home venue, St. Helens Stadium.

deliver a variety of exclusive content and fan experiences

Ladbrokes will collaborate with the club to deliver a variety of exclusive content and fan experiences. The operator also intends to support the local soccer communities through its ‘Pitching In’ sports investment program that aims to boost the mental and physical health of people, especially in areas of high levels of social deprivation.

Talking about the new agreement, Liverpool FC Chief Commercial Officer Ben Latty mentioned how Ladbrokes is “one of the most established and well-recognized high-street betting firms.” He also highlighted the operator’s commitment to helping local communities.

Ladbrokes Chief Marketing Officer Charlotte Emery spoke about the similarities the soccer club has with its own values, such as “great heritage, ambition, and a commitment to serve our communities.”

The English Premier League team has kicked off the new season with two wins from two games, while the women’s team has another few weeks to go before the Women’s Super League begins.