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Liverpool FC Signs Deal with Online Gambling Firm

Date published: 4 November 2009

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Liverpool Football Club has become the latest in a long line of English Premier League football teams to sign a lucrative sponsorship deal with a top online gambling firm, in Liverpool's case a three-year agreement with well-known online sports betting operation, 188BET.

Not all that long ago one of Liverpool's greatest rivals and current English Premier League champions, Manchester United signed a similar sponsorship deal with Betfair, the world's largest online betting exchange. 188BET's deal with Liverpool is its 5th to date with an English team.

Based in the online gambling-friendly jurisdiction of the Isle of Man, 188BET also has sponsorship deals in place with Bolton Wanderers and Wigan Athletic, in its quest to market its fast growing brand through the highly visible and publicized medium that is televised European football.

Said 188BET CEO, Andy Scott, 'I expect online gambling sponsorships to grow. Even though online gambling has also been subject to the economic downturn, it has been a bit more resilient than other industries, so it is an industry that has cash in its pocket and an opportunity to invest.'

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The sponsorship deal will also greatly benefit Liverpool FC. Said the club's commercial director, Ian Ayre, 'Given 188BET's already widespread presence in Asia, we will no doubt be able to develop a number of initiatives that will serve to mutually benefit our respective organizations.'

Currently many fans of English football who live in Asia watch Premier League matches live over the internet. As such, 188BET is expected to cater to this market as well as the UK market by featuring billboard hoarding that advertise 188BET in English and various Asian languages.

Said the head of sponsorship of a leading UK advertising and PR agency, 'More and more online companies are looking at sponsoring English Premier League clubs, especially as web and online markets expand, and because English football is currently extremely popular globally.'