Football Trade Directory

Premier League side Liverpool agree partnership with Betfair


Premier League runners up Liverpool  have signed a sponsorship deal with betting exchange company Betfair.

The deal makes Betfair Liverpool’s official betting and gaming partner in the UK, Spain, Ireland, Denmark, Bulgaria and Italy.

Though no financial details have been released,  Betfair are likely to be paying Liverpool a low seven-figure sum licensing fee annually.

Betfair messaging will be integrated into social media platforms ahead of Liverpool games, and the company will have advertising in match day programmes and a placement on the Wi-Fi gateway.

“Everything about Liverpool Football Club is iconic,” said Betfair brand director Mark Ody. “The Kop, the passionate fans, the liverbird on the jersey, the entertaining football. It’s a great match as Betfair excites consumers with a supercharged betting experience, bringing fans closer to the action through our innovative products.”

“Regionalising partnerships means that we are able to work with brands, such as Betfair, in countries where they have the strongest presence and where our footprint can best match their brand objectives,” explained Liverpool’s chief commercial officer.

“Ultimately this means that we can deliver relevant and engaging programs in those regions.”

Liverpool have had a disappointing start to the season, sitting 12th in the Premier League, and take on Ludogrets in a vital Champions League clash this evening.

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