Betfair land big partnership deal with Liverpool

Bookmaker and Premier League club team up


Online bookmaker Betfair have penned a big deal with Liverpool FC to become their new regional betting and gaming partner for a number of markets.

All of the territories in which the operator is licensed (UK, Spain, Ireland, Denmark, Bulgaria and Italy) will be covered in the deal between club and bookmaker. It means that Betfair will be able to use the digital platforms of Liverpool to enable to connect with fans and push their products in those territories, such as their popular Price Rush and Cash Out.

Betfair will now be integrated into the Liverpool match day programmes, the club’s social media accounts and will also have a presence on the wifi gateway at the club’s Anfield stadium for Betfair.

The deal will also see Betfair create special offers and enhanced prices for the team.

“We’re excited to be working with a club of the scale and fame of Liverpool Football Club”, Betfair brand director Mark Ody commented.

Everything about Liverpool Football Club is iconic. The Kop, the passionate fans, the liver bird on the jersey, the entertaining football,” he said. “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 said he was delighted to have partnered one of the world’s largest betting organisations.

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