Betting on Interwetten: A closer look at Liverpool FC’s gambling partner

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In 2022, Liverpool FC teamed up with Interwetten, a prominent name in the online gambling world. But while well-known in that industry, it may not be as familiar to the broader range of Liverpool fans from around the world.

Therefore, in this article, we’ve decided to delve deeper into this company, exploring the history of this brand and the extensive range of gambling options currently available. Additionally, we’ll analyse the impact of this partnership on both Liverpool FC and its fans, while highlighting the mutual benefits and increased visibility for Interwetten that the English football market has brought.

Who is Interwetten?

Founded in Vienna in 1990, Interwetten is one of the oldest and most established companies in the online gambling industry. After initially taking bets by phone, the company became one of the few in the world to offer sports betting via the internet when they launched their online platform in 1997.

Over the years, the company has expanded its offerings massively. They now offer odds on numerous sports being played around the world. Players can bet before the event has started, or chance their luck in-play as the action is unfolding for an extra layer of excitement. Alongside sport, this site is a firm favourite in the online gaming world. They offer players the chance to play a range of casino games like slots, blackjack, roulette, poker, lottery, and more.

Interwetten has a rich history of sponsorships, supporting many major tournaments, events, and sports teams over the years. Their sponsorship portfolio includes high-profile football clubs, which has helped boost their brand visibility and credibility. Partnering with Liverpool FC has allowed them to leverage the club’s global fanbase and reputation, further cementing their presence in the competitive online gambling market.

Can Liverpool fans sign up at Interwetten?

Despite this partnership, not all Liverpool fans can play on this platform. That’s because online gambling is heavily regulated which ensures Interwetten is only available in certain approved regions.

Perhaps the biggest surprise is the club’s home country as fans living in the UK cannot sign up here. All online casinos based in the UK must have a licence to operate from the Gambling Commission. Unfortunately, Interwetten doesn’t currently hold this licence which means it’s not available.

However, many Liverpool fans living elsewhere in the world will have more luck, particularly in Europe. Interwetten holds a variety of EU gambling licenses (such as Spain and Malta) which allows certain European players to sign up and play. These licenses ensure that this site operates legally and maintains high standards of consumer protection.

What has the partnership brought?

When Interwetten partnered with Liverpool FC in 2022, the initial announcement promised to enhance fan engagement through a variety of joint initiatives. This collaboration has brought offline promotions and digital content on Liverpool’s platforms, creating unique entertainment opportunities for fans. The partnership underscores Interwetten’s strategy to align with renowned sports brands to deliver exciting and emotional brand experiences​.

For Liverpool FC, the main benefit is that commercial revenue has been significantly boosted by sponsorships such as this. According to Liverpool’s official figures, revenue increased to £272.5 million in 2023, up from £246.7 million in 2022 when this partnership was first announced. This growth highlights the financial impact that these strategic partnerships have on the club’s revenue streams​.

For Interwetten, partnering with Liverpool FC has provided extensive brand exposure, especially in the financially dominant world of English football. While the company already collaborated with other European football clubs, this partnership has enhanced its visibility and market presence within the lucrative English football ecosystem, reinforcing its brand among a global audience.

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