Liverpool Football Club announces a multiple-year collaboration with Ladbrokes, partnering for sports betting services
In the world of football, sponsorship deals are a common sight. However, the nature of these partnerships has been under scrutiny recently, particularly in the Premier League and Bundesliga.
In the Premier League, 11 out of 20 clubs currently have gambling sponsors on the front of their shirts. This trend is set to change, as a voluntary league-wide agreement was collectively agreed upon by the clubs in 2024, banning gambling sponsorship from the front of matchday shirts starting from the 2026-27 season. This move makes the Premier League the first UK sports league to take such a step towards reducing gambling advertising on the most prominent kit location.
Despite this upcoming ban, clubs have been allowed to finalize new front-of-shirt gambling deals up until the ban begins. Some clubs have secured late contracts, such as Liverpool FC, who recently announced Ladbrokes as their new sports betting partner in the UK and Ireland.
In contrast, VfL Bochum is the only Bundesliga team without a gambling sponsor. Rumours suggest that talks with a potential sponsor from the gambling industry are underway. Currently, 17 out of 18 Bundesliga clubs have a gambling sponsor.
The Premier League's code of conduct requires adherence to four principles: Protection, Social responsibility, Reinvestment, and Integrity. Liverpool FC, as a Premier League team, must comply with these principles. The new partnership between Liverpool FC and Ladbrokes aims to entertain fans and offer them numerous rewards, while also further advancing Ladbrokes' community work and improving physical and mental well-being, particularly in areas of high social deprivation.
Ladbrokes runs the Pitching In program, which aims to support amateur football and physical and mental health. This program is set to benefit the local population. The partnership is a multi-year deal, although the exact duration has not been disclosed yet.
The current policy in the Bundesliga has faced criticism from politicians, including Burkard Bienert, the Federal Government's addiction commissioner. Despite this, the debate surrounding gambling sponsorship in football continues, with both leagues striving to balance lucrative sponsorship revenue with growing concerns about the harm gambling advertising may cause.
References:
- The Guardian
- Sky Sports
- BBC Sport
- ESPN
- Reuters
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