Betfair strikes Liverpool FC betting partnership
Operator becomes Premier League football club's official betting and gaming partner in several European markets
Betfair has struck a deal with Premier League football club Liverpool to replace Paddy Power as its official betting and gaming partner within a number of European countries.
The agreement will see Betfair partner the football club in its licensed markets of the UK, Spain, Ireland, Denmark, Bulgaria and Italy with the operator advertising through Liverpool’s match day programmes and social media channels.
Betfair will offer Liverpool supporters enhanced prices on match day markets and Betfair brand director Mark Ody said partnering with the “iconic” football club would be a “great match” for Betfair.
“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,” Liverpool chief commercial officer Billy Hogan said.
“Ultimately this means that we can deliver relevant and engaging programs in those regions,” he added.
The deal sees Betfair replace Paddy Power as Liverpool’s official betting partner for the UK and Ireland following the expiry a two-year agreement signed in 2012.
The deal includes Betfair sponsoring the Wi-Fi channel at its Anfield stadium and follows a number of similar deals at sporting venues over the course of the last year.
In March, a group of bookmakers, including Coral, Ladbrokes and BetVictor, spent a six-figure sum to improve Cheltenham Racecourse’s Wi-Fi in exchange for exclusivity at the venue.
And last week Unibet announced it had partnered with stadium Wi-Fi provider Sports Revolution to become the official Wi-Fi betting partner for Scottish Premier League football club Celtic.
Betfair launched in Bulgaria earlier this year and in September CEO Breon Corcoran confirmed plans to ramp up activity in Itay towards the end of this year with an overhauled product and new marketing drive having previously been hindered by regulation in the country affecting its exchange product.