Liverpool FC is one of the biggest football teams in the world, not just in England. As of 2025, the club has an online following of more than 186 million fans, not counting those ones that don’t involve themselves in social media. In fact, the support that Liverpool has garnered is so massive that their home ground (Anfield) matches are among the most electrifying matches in the world.
With all the glam and magnificence of the Reds, different companies feel like they want to be associated with the team. Some of them, especially from the gambling industry, have been making partnerships with The Reds for mutual benefit. For instance, Liverpool FC has partnered with a popular betting site as its official betting partner. The partnership allows for a symbiotic relationship where the two entities gain maximally from the influence of the other.
But now, what are these benefits that each entity, LFC and partnering gambling firms, get?
Expanding LFC’s global reach
As much as The Reds are a big team in England, there are still places where they are not yet known. For example, in the Americas, clubs like Boca Juniors, Palmeiras, Cruz Azul, etc. are the dominant forces. However, This just means that it has potential to grow in different geographical dominions.
However, you’ll realise that gambling firms have dominance in places where some teams and even sports are not a big deal. A platform like lucky-wave.net has a wide following of Dutch players whose biggest support are on teams like Ajax, PSV and Feyenoor. Now, if LFC were to join up with such a casino, then they would start seeing some fruit among the Dutch population.
By working with international brands, Liverpool FC has been accessing new markets in Asia and South America, where football and gambling are part of daily life. Today, the club’s popularity is reaching places where it is hard for you to watch live football games. These gambling firms provide access to Liverpool’s matches through live-streaming on their websites and apps.
Financial support and club development
One of the most tangible and immediate benefits of gambling companies partnering with a football club like Liverpool FC is the significant financial support the deals offer. This revenue is vital in ensuring that the club maintains a competitive edge. This can be in the Premier League, European competitions and even the global competitions and friendlies.
Gambling companies, especially the large entities, often go for multi-year deals. These deals might not result in immediate cash injections, but over time, they prove to be a reliable source of income. This capital ingested is used to cater to a wide range of activities, including:
- Player transfers and wages: The best players are not easy to maintain and acquire. For example, the highest paid players Virgil van Dijk and Mo Salah receive £400,000 per week. This is not a small amount, considering that in the 2024-25 season, the estimated total gross salaries for all the players is £2,279,650 per week. In the last 5 years, LFC has had a net spend of £-248.13m on transfers.
- Youth academy investments: The academy is known for producing legends like Curtis Jones and Trent Alexander-Arnold. Regularly, the academy requires consistent investments to cater for scouting, coaching and facilities. This is important to ensure that the team remains sustainable.
- Infrastructure upgrades: Anfield, one of the most electrifying stadiums in the world, has undergone a number of renovations and developments in the last few years. You can be sure that these projects have cost millions of pounds.
Increasing the influence of the gambling firms
When it comes to the gambling firms, they are always taking advantage of the popularity of the team. You see, the club is the most-watched European football club globally across domestic league and cup features. In fact, Nielsen reported that between August 2023 and March 2024, the club had a 415 million cumulative global TV audience. Additionally, The Reds became the first ever Premier League team to reach 10 million subscribers.
With all this popularity, it only makes sense that a gambling company will want to be associated with the club. These companies can either become front-of-shirt, back-of-shirt or sleeve sponsors. This means that whenever you see The Reds playing, you will always be seeing the sponsor, increasing your interest in them. Also, this move is normally very strategic, as fans of the team are always convinced that the sponsoring company is trustworthy.
In addition to the kit sponsorships, the company brandings are made visible on the pitchside LED screens across Anfield. The brandings are also displayed in St Helens Stadium, the home of Liverpool FC Women.
Now, with all this marketing in play, the gambling firms are able to reach new global audiences. This allows them to reinforce their presence in the competitive gambling industry. If a company is trusted by The Reds, then why won’t the fans trust it? These gambling firms always bank on the credibility of the team to propel themselves forward.
Wrapping up
As we conclude, it is a sure thing that it is not in vain that LFC partners with gambling firms. For all the years that The Reds have been partnering with gambling companies, the club has accrued multiple benefits that have allowed it to progress, both in finances and popularity. Additionally, the gambling companies have also experienced massive growth due to the fact that they have partnered with this EPL giant.
