Betfair clinches high profile football deal

Betfair has become Premier League Liverpool Football Club’s (LFC) official betting and gaming partner following a deal announced this week.

The partnership, covering the United Kingdom, Denmark, Bulgaria, Italy and Spain markets, will afford Betfair the opportunity to connect with LFC fans across digital platforms as well as through match day programme advertising, social media ahead of matches and the Club’s Wi-Fi gateway.

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

“Everything about Liverpool Football Club is iconic. 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.”

LFC is considered one of the most successful clubs in England winning more European trophies than any other English team. While the club has also won eighteen League titles, seven FA Cups and eight League Cups, a Premier League title continues to prove elusive.

Billy Hogan, chief commercial officer for LFC, added: “We are delighted to be joining forces with one of the world’s largest online 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.

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