The Premier League club, Liverpool FC have announced a new regional partnership with the sports betting operator, Interwetten. In this new long-term deal, Interwetten will include offline promotions and content on LFC’s in-market digital platforms.
The partnership will also include the creation of a joint entertainment programme aimed at placing fans at the centre of each activation.
The association was revealed by the Reds and the sports betting company after Liverpool qualified for the UEFA Champions League final, which will be held on May 28 in Paris.
Furthermore, Interwetten has stated its desire to provide emotional brand experiences and entertainment for football fans.
Ben Latty, Liverpool FC Commercial Director, commented, “We are excited to launch our partnership with Interwetten. Together we will provide our fans in the region with new opportunities to engage with the club through innovative content and unique experiences.”
Stefan Sulzbacher, Interwetten Speaker of the Board, stated, “As a reliable sports betting provider, we always strive for long-term partnerships and corporations with an international reputation. It fills us with pride that, with the help of Onside Sports GmbH, we will have one of the most traditional and powerful club brands in the world at our side in Liverpool FC.”
Liverpool previously signed a three-year contract with the sports betting operator, 188Bet beginning in September 2021. This provided 188Bet with brand recognition in the Asian sports betting market through the use of digital assets and advertising across digital platforms, as well as access to player content.
Recently, Liverpool FC have also renewed its alliance with the game developer, EA Sports. With this long-term extension, both entities will continue to strengthen their relationship.