Partnerships with Liverpool are some of the most sought after deals for businesses looking to dip their toes into the pool that is the Premier League. It doesn’t get much bigger than a partnership with the Reds… they’re probably the best in the world! See what I did there?
With the sheer quantity of eyes watching the Premier League and bums on seats on Anfield, it’s no wonder various industries want a slice of the pie and with the gambling industry being so intrinsically linked to football, it’s no surprise that the industry is forming relationships with clubs. There is no shortage of information out there about the casinos and brands available online, bonusfinder.co.uk has a vast selection of newer operators that may be looking to penetrate the football industry by way of partnerships.
With the neighbours over the park lurking in unchartered territory Financial Fair Play wise, it has meant that clubs up and down the country want to squeeze every last penny out from their brand in order to build revenue. In return for money and other contractual benefits, brands have been forming symbiotic relationships with clubs for many decades and will continue to do so for many years to come.
LFC’s History with Brands
While not an exhaustive list, let’s take a look at some of the deals that LFC have had in the past and indeed the latest deal signed by execs at the club.
Ladbrokes 2024
The obvious place to start is to discuss the most recent partnership between Liverpool and Ladbrokes. The bookmaker signed in August of this year to become the club’s official betting partner in a multi-year deal.
The agreement means that Ladbrokes sponsorship and branding will be visible across Anfield and at the Totally Wicked Stadium, the home of Liverpool Women. Additionally, it will see exclusive content for the bookmaker utilising LFC’s players and stadium.
In an effort to appeal to the fans, Ladbrokes have also stated that they will support local grassroots football initiatives in Merseyside as a means to improve both mental and physical health of the local community.
Carlsberg 1992
We can’t write an article about Liverpool’s partnerships without mentioning Carlsberg could we? The partnership first appeared in 1992, the year of the first Premier League campaign and has been a constant ever since.
The Danish brewer became the clubs official beer in 2010 in a deal that sees this agreement last until 2034. Carlsberg have famously been our front-of-shirt sponsor for 18 years from 1992-2010.
Because of this long and loyal relationship, Carlsberg and Liverpool have become synonymous with each other. Carlsberg were there for the treble in 2001, there for the Gerrard final in 2006 and also there for that magical night in Istanbul. While they may not be on the front of our shirts anymore, they are most certainly in the palm of our hands when we nip to the concourse for that half time pint.
Nivea 2015
In 2022 Nivea and LFC signed a contract extension that will see the brand remain the club’s official men’s grooming supplier until the end of the 25/26 season. This deal is worth mentioning because it highlights the vastness of the types of brands and businesses that are interested in becoming partners with a Premier League outfit.
The commitment saw our players in product-led TV adverts that have been on-screens for a number of years now that help bolster the club’s presence and image. The deal also saw the start of the Dear Liverpool series, in which Reds fans could nominate somebody they believe deserving of a surprise.
We all remember Virgil van Dijk asking massive Liverpool fans, David Lyons to borrow a quid for a shopping trolley don’t we? Well that was all because of Nivea.
BetVictor 2016
BetVictor is one of the many previous partners of LFC. In 2016 they signed a 3 year deal to become the clubs training shirt sponsor. This deal raised circa £15m for the club and included the same benefits as Ladbrokes’ deal i.e. pitchside LED advertising and other various advertising spaces.
The Gambling Sponsorship Landscape
Whether we like it or not, the money pumped into the sport via gambling firms is a lifeline for many clubs and is what helps us play in the best league in the world. Whether it be a main shirt sponsor, sleeve sponsor, or just a general commercial partnership between club and operator, the igaming industry is everywhere you look in football. You only have to look at the nation’s second highest division… The Sky Bet Championship.
Despite efforts to clamp down on advertising gambling using football as a vehicle, both industries need each other to prosper. Premier League clubs have already agreed to halt the placement of gambling sponsors on the front of shirts from the end of the 2025-26 season. This will see 11 clubs out of the 20 having to find new suitors for their most prestigious advert space.
But how does this affect LFC? Well, while Liverpool don’t have a gambling sponsor on the front of their shirt, we have recently signed a deal with Ladbrokes to be our official betting partner. This means that the club has to be vigilant to any changes to the current legislation regarding gambling sponsorship and with LFC performing so brilliantly of late, potential suitors will be queuing up to sign with the Reds..
Are The Deals Worth It?
It goes without saying that deals with the gambling industry are under much further scrutiny than previously. Legislation is changing regarding advertising but that doesn’t seem to be stopping the deals coming thick and fast from all clubs. Since the ban on front-of-shirt sponsorship was announced, multiple clubs have found themselves in sticky situations when it comes to selling shirts without sponsors emblazoned on the front, or indeed having deals with betting companies from places where gambling isn’t even legal.
However, it’s obvious that clubs need to cash in on this before more red tape surrounds the industry, and such is the modern game, loopholes will be found to ensure the cash can keep rolling in.
Overall though, deals with companies that have sound moral backgrounds such as Nivea, are a vital part of LFC’s success off the pitch – therefore on the pitch too. These deals are the backbone that helps pay the players wages, that keeps the lights on and that keeps Anfield up-to-date. Like it or not, clubs rely on the money influx created by the external investors, even more so in the modern era of FFP and financial regulation.
