English Premier League, the club known for its rich and storied history, has linked up with online betting exchange Betfair in a deal that would make Betfair the club’s official betting partner in the United Kingdom, Spain, Denmark, Bulgaria, Italy and the Republic of Ireland.
The Betfair-Liverpool relationship will encompass a wide variety of initiatives that will allow Betfair to take full advantage of the Reds’ digital platforms in order to connect to the teams’ fan base in all the aforementioned countries and offer them premium pricing on every Liverpool fixture.
“We’re excited to be working with a club of the scale and fame of Liverpool Football Club,” Betfair Brand Director Mark Ody said in a statement. “Everything about Liverpool Football Club is iconic – the Kop, the passionate fans, the Liver bird 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.”
Liverpool Chief Commercial Officer Billy Hogan also commented on the club’s new sponsorship deal, calling it a tremendous opportunity to work with a brand like Betfair in countries where they have “the strongest presence and where our footprint can best match their brand objectives.”
The deal with Betfair is part of the club’s evolving global betting partnership strategy, which is now focused on brands that deliver a “geo-targeted betting experience.”
“Ultimately, this means that we can deliver relevant and engaging programs in those regions,” Hogan added.
Hopefully, this new sponsorship deal is the shot-in-the-arm Liverpool needs to right their season because at the rate it’s going, the team will find itself in the unfamiliar position of fighting to stay in the Premier League instead of fighting to win the league, a position they were in just a season ago.