The three-year deal will see BetVictor become Liverpool’s official betting partner, and will see the company’s logo appear on all of the club’s training and coaching kit.
The bookmaker will also receive pitchside branding and digital advertising at Liverpool’s historic Anfield home ground.
“We are absolutely delighted to announce this partnership,” said BetVictor chief executive Andreas Meinrad. “They are one of the most instantly recognisable clubs in world sport, and have a history of success. We’re excited to begin working with such a great club and engage with their incredible fanbase.”
Liverpool, having already completed the signings of Cameroonian centre-back Joel Matip, former Southampton star Sadio Mane, and German goalkeeper Loris Karius, will be hoping to better their 2015/16 season’s eighth-placed finish in English soccer’s top flight.